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Center for Sales Strategy Releases the Media Sales Report


Center for Sales Strategy
Center for Sales Strategy

The Center for Sales Strategy (CSS), a total revenue performance company, has released the new Media Sales Report, an annual report compiling data from two surveys conducted in Q4 of 2022. 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.

"The past few years, we've seen major changes in the media sales industry and drastic shifts in the way managers lead and sales teams operate," said CSS CEO Matt Sunshine. "The new Media Sales Report is loaded with timely insight and information to help sales leaders and station managers invest in the best resources, guide their teams, and improve revenue performance in 2023."

As a leading international firm focused on total revenue performance, sales acceleration, sales enablement, and sales talent recruitment, selection and development, CSS conducted two online surveys during the fourth quarter of 2022 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.

2022 seems to be a year defined by a handful of clashing perspectives. While sales managers and salespeople agree in more than a few key areas (recruitment is as hard as ever, sales team sizes need to increase, appointments remain elusive, and continual learning & development is of high importance), there are a few discrepancies that warrant increased focus:

  • Sales managers and salespeople are looking for different "hybrid" schedules
  • Too many salespeople wouldn't recommend their workplace to others
  • Neither group shares the same level of optimism for the future

Through enhanced efforts in enhancing company culture, improving the quality of sales enablement resources, and hiring new top talent, hopefully these gaps won't be as wide come this time next year.

To download the full report, visit here.

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