How Roku built a high-performance programmatic sales engine through daily rigor, culture fit and the future of CTV

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Shownotes

Roku has been at the center of one of the most dramatic transformations in advertising: the shift from linear TV to programmatic CTV. But behind that explosive growth lies a sales and partnership engine that is far more intentional, disciplined and culture-driven than most people realize.

In this episode of the OnBase podcast, John Rogers, director of global programmatic partnerships at Roku, takes us inside the systems, behaviors and leadership principles powering Roku’s programmatic momentum. We explore why the old sales playbook no longer works, how daily rigor shapes programmatic performance, and why culture fit and curiosity now outrank a deep Rolodex when hiring.

Whether you’re in ad tech, sales leadership, revenue operations or simply fascinated by how industry-defining companies operate, this episode delivers practical insight and rare transparency.

🎧 Listen on Apple Podcasts, Spotify, or your favorite podcast app. Watch on YouTube.

Best Moments

02:01

John’s journey from ad.com to Roku
03:18

Why the old sales playbook no longer works
06:41

Daily rigor: how Roku manages programmatic in real time
08:11

Helping reps make decisions without perfect data
09:56

Why ambiguity is healthy in high-growth environments
11:24

Balancing big goals with daily execution
16:28

Programmatic + direct sales: avoiding channel conflict
18:36

Culture fit > Rolodex: a new hiring philosophy
25:05

The next major shift: performance CTV

Key insights from this episode

Daily rigor creates a competitive advantage in programmatic

Roku’s “war room” is a daily operational rhythm where cross-functional teams review partner performance, deal health and supply dynamics. Short feedback loops create agility — something most programmatic organizations struggle to maintain.

The old sales playbook is dead, qualification is now strategy

Instead of trying to work with everyone, Roku evaluates partner alignment and potential contribution to the ecosystem. This focus increases revenue, improves partner quality and reduces friction.

Culture fit is more important than a rolodex in modern sales hiring

According to John, attributes like curiosity, professionalism and collaboration drive long-term success far more than an inherited Rolodex. Teams built this way scale more sustainably and execute with less friction.

Ambiguity is not a threat, it’s a required skill

High-growth environments require leaders and sellers who can act without perfect answers. John explains why leaders must make risk-taking safe — and why ambiguity, when embraced, becomes a competitive edge.

The next major shift in CTV is performance

CTV is evolving quickly toward measurable outcomes. Roku is preparing for a world where attribution, conversion measurement and closed-loop reporting become standard expectations from advertisers.

Quotes

“If your team doesn’t feel safe taking risks, you’ll never win. The gray area is the job.”

About the Guest

John is an ad tech veteran, starting at Advertising.com in 2002. Leading teams through acquisition, hyper growth and even bankruptcy, he has developed an approach to driving client-focused teams to strong results in BD. He has been at Roku for 6 months and is developing their mid-market platform approach, focused on SSPs, DSPs and reseller partnerships.

Connect with John.