Understanding what sales managers and account executives think is crucial for the success of radio sales. The 2023 Media Sales Report, conducted by The Center for Sales Strategy, is currently underway and aims to gather valuable insights from professionals like you. The company works with broadcast, print, and digital media companies to improve sales and culture.
The CEO, Matt Sunshine, worked at Susquehanna Radio as Group Sales Director for 13 years, so they are rooted in broadcast radio. And since we sell survey results all day, it’s our responsibility to give back our thoughts on our industry.
This survey delves into the landscape of media sales over the past year, examining the expectations of sales managers and the strategies employed by media salespeople across five key topics:
Sales Department (Structure, People, Compensation)
Learning and Development
Setting Appointments and Sales Process
Sales Enablement
Industry Outlook and Culture
Last year, 153 Account Executives and 139 Sales Managers participated in the survey. The average respondent had over 11 years of experience in media sales and represented a diverse range of market sizes. In 2022, the survey highlighted the differences and similarities between managers and salespeople within the industry. The question is: will the 2023 results mirror those of the previous year?
One of the key focus areas in the 2022 survey was recruiting new reps. Sales managers said that this was the most challenging aspect of their role, and many believed that the size of their sales teams needed to increase. Furthermore, getting appointments was often tricky, and learning and development remained a significant concern for both groups.
However, are the dynamics between managers and salespeople the same, or did they evolve in the last 12 months? We do work together, after all. In 2022, their perspectives on office work arrangements differed. Sales managers leaned towards a 50% work-at-home and 50% in-office model, while salespeople preferred remote work for 80% of their working hours. Will this gap narrow, or will it widen further?
Are salespeople now more inclined to refer others to work at their company? That was not very common in the previous year. Additionally, in 2022, salespeople and managers held varying levels of optimism regarding the future of the media sales business. Let’s hope for a positive shift in this regard, as a collective optimistic outlook can benefit the industry.
Now, you can be a part of the solution and contribute to improving the media sales business. By participating in the 2023 Media Sales Report, you can provide valuable insights and perspectives on these critical issues. It takes about ten minutes, and in return, you’ll better understand the issues that the industry considers essential. Go here.
Your contribution could significantly shape the future of media sales and create a better work environment for both sales managers and representatives. The 2023 Media Sales Report is a valuable initiative that allows you to make positive changes within the industry. Make sure to participate and make your voice heard. Let’s see if we can work towards a brighter future for media sales.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
