Beasley Media Group Business Officer Kevin LeGrett is betting big on AI for the company’s newest sales initiative. Beasley has deployed Futuri’s TopLine Enterprise AI platform across every market in a multiyear agreement, with LeGrett personally leading the training.
The TopLine Enterprise platform combines Beasley’s sales, audience, campaign and market intelligence data with commercially available business and advertising data through Futuri’s data platform, producing market-specific research and recommendations for advertisers across the company’s radio, streaming, digital, event and creative assets.
Training for the deployment took place companywide during the summer, led personally by LeGrett. The agreement also extends an eight-year relationship between Beasley and Futuri that also includes TopicPulse and Futuri POST.
The rollout arrives at a moment when the industry’s own data shows a wide gap between companies buying AI tools and companies getting sellers to use them. A Radio Ink report in September, citing a Gallup survey of chief human resources officers and a separate SalesFuel study, found that only 37% of sales managers fully understand AI’s value to their teams, a gap researchers said stalls adoption regardless of what companies buy.
LeGrett said, “We didn’t buy a tool; we rebuilt the sales process around one. Every seller in every Beasley market now walks into a meeting with real research on the client’s business and their competitors and walks out with a plan the advertiser can measure. The AI does the preparation; our people own the relationship and the recommendation. I trained every market on it myself because the value isn’t in the software — it’s in how consistently we use it.”
Beasley Media Group CEO Caroline Beasley said, “Technology is most valuable when it helps our employees deliver greater value to our customers. By integrating TopLine Enterprise into our sales process, we’re giving our teams powerful new tools to better understand each client’s business, their competitive landscape, and the opportunities within their local market.”
Futuri CEO and Founder Daniel Anstandig said, “Most of the industry is piloting AI in pieces, a prospecting tool here, a reporting tool there. Beasley put every seller in every market on one system.”
