Center for Sales Strategy Releases 2021 Media Sales Report

RADIO ONLINE | Wednesday, December 8, 2021 | 4:54pm CT

Center for Sales Strategy

The Center for Sales Strategy (CSS) has released the 2021 Media Sales Report, an annual report compiling data from two surveys conducted in Q4 of 2021. The report studies the media landscape over the past year, including the expectations for sales managers and the strategies employed by media sales professionals to assess their impact across five key topics: Sales Department (Structure, People, Compensation), Learning and Development, Setting Appointments and Sales Process, Sales Enablement, and Industry Outlook and Culture.

"Now that it has been almost two years since the start of the pandemic, we can look back and better recognize the changes that have happened in how work gets done. From this vantage point, we can now gauge how this workforce evolution has impacted the media sales industry," said CSS Managing Partner Matt Sunshine. "The 2021 Media Sales Report is filled with valuable insight that sales leaders and station managers need right now as they work to prepare their sales teams for the future and invest in the right resources."

CSS conducted two online surveys during the fourth quarter of 2021 to gain insight on industry trends and happenings. Two sample groups were surveyed representing Sales Managers and Salespeople in Radio, TV, Digital, Newspaper and Cable. The majority of all respondents were industry veterans with 11+ years of media sales experience representing a balanced cross-section of market sizes.

"We received a tremendous response to this survey, which allowed us to get a clear picture of the media sales environment today. Sales leaders who absorb and apply these takeaways will be armed to improve their sales organization and drive more performance in 2022," said Sunshine.

2020 and 2021 have been years for the history books. From the outbreak of COVID-19 in 2020 and heightened tensions during an election year, to The Great Resignation and shift in work style in 2021, the sanest approach over the past 20 months seems to be simply taking it one day at a time. However, sales professionals are forever optimists, always looking ahead, and ready to take on the next challenge. In fact, despite The Great Resignation, more than 4 out of 5 sales managers surveyed for the 2021 Media Sales Report shared that they are optimistic about the future of their industries.

With a focus of driving sales performance, this report examines key findings that share insight on how media companies can strengthen their company culture, target more prospects, and close more deals, today and in the coming year.

To download the full report, visit css.buzz/mediasalesreport.