From ad sales to recurring revenue

For media leaders willing to take the leap, the ‘SaaS-ification of media’ represents a path to stability, scale and long-term enterprise value.”

Todd Handy is a growth architect and transformation strategist who’s helped reshape the digital media, AdTech and SaaS landscapes

The local media industry is at a moment of reckoning.

For too long, we’ve relied on short-term revenue, fragmented (or no) go-to-market (GTM) systems and a churn-heavy sales culture. However, the pressure media companies face today — from platforms, fragmentation and advertiser fatigue — isn’t just a warning signal. It’s a mandate for reinvention.

These articles haven’t just been a set of ideas. They’re a framework. The framework introduces a new way of thinking, operating and growing. One that borrows the discipline, metrics and intentionality of the SaaS industry and adapts it to the realities of media.

This is your opportunity to:

• Build renewable revenue and advertiser value — not just sell ads.
• Track predictive, insightful metrics — not just strive to meet monthly goals.
• Create customer success — not just close deals.
• Lead intentional transformation — not reactive reinvention.

For media leaders willing to take the leap, the “SaaS-ification of media” represents a path to stability, scale and long-term enterprise value.

The challenges facing local media companies are real, and they’re not going away. Advertiser churn, shrinking budget and platform competition have put intense pressure on traditional revenue models. These challenges also present a once-in-a-generation opportunity to rebuild the business — not just as it was, but as it should be.

That’s what the “SaaS-ification of media” is all about. It’s not about turning media companies into software companies. It’s about applying proven, scalable GTM principles to transform how media companies generate revenue, retain advertisers and grow their business over time.

Most likely framework outcomes:

• Predictable monthly revenue.
• Higher advertiser lifetime value.
• Lower churn.
• Better alignment across teams.
• Shared accountability for revenue growth.

These outcomes are within reach, but only for those willing to rethink the fundamentals. This transformation won’t happen with one new product or a pricing change. It requires strategic intent, operational alignment and a clear roadmap. That’s where this framework can help.

I built the “SaaS-ification GTM Audit” to help media companies quickly assess their GTM maturity, identify the gaps and prioritize what to build next. From there, media companies should consider GTM strategy sessions and workshops, as well as hands-on support to guide transformation — from packaging and pricing to GTM realignment and customer success implementation.

If your organization is ready to:

• Shift from transactional selling to recurring revenue.
• Build a smarter, more sustainable GTM engine.
• Operate like the best SaaS companies, without hiring developers or writing a line of code.

Then it’s time to get started. Now.

Start with the audit. Invite your leadership team into the conversation. And begin building a media business model that’s built to last.

The future belongs to those who stop renting revenue and start building relationships.

Todd Handy is a growth architect and transformation strategist who’s helped reshape the digital media, AdTech and SaaS landscapes. He’s led revenue, marketing, customer success, operations and transformation for companies including Deseret Digital Media, Beasley Media Group, MarketStar and Tout. As founder of Disruptive Impact, he partners with companies to reinvent their business models using proven frameworks and dual transformation principles. A frequent keynote speaker and LMA board member, Todd offers fractional leadership and advisory services to drive measurable, recurring revenue growth. Reach him at todd@disruptiveimpact.co.