Center for Sales Strategy Releases 2021 Media Sales Report


Center for Sales Strategy Releases 2021 Media Sales Report

Business Strategy Center

The Center for Sales Strategy (CSS) released the 2021 Media Sales Report, an annual report compiling data from two surveys conducted in the fourth quarter of 2021. The report studies the media landscape over the past year, including expectations of sales managers and the strategies employed by media sales professionals to assess their impact on five key topics: sales department (structure, people, compensation), learning and development, appointment scheduling and the sales process, sales enablement, and industry outlook and culture.

“Now that almost two years have passed since the start of the pandemic, we can look back and better recognize the changes that have taken place in the way work is done. From this vantage point, we can now assess the impact of this workforce shift on the media sales industry,” said CSS Managing Partner Matt Sunshine. “The 2021 Media Sales Report is packed with valuable information that sales managers and station managers need right now as they work to prepare their sales teams for the future and invest in the good resources.”

CSS conducted two online surveys during the fourth quarter of 2021 to gain insight into industry trends and events. Two sample groups were interviewed representing sales managers and salespeople from radio, television, digital, newspaper and cable. The majority of all respondents were industry veterans with over 11 years of media sales experience, representing a balanced cross section of market sizes.

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

2020 and 2021 have been years for the history books. From the COVID-19 outbreak in 2020 and heightened tensions in an election year, to the big resignation and change in work style in 2021, the most sensible approach over the past 20 months just seems take one day at a time. However, sales professionals are always optimistic, always looking to the future, and ready for the next challenge. In fact, despite the big resignation, more than 4 in 5 sales executives surveyed for the 2021 Media Sales Report said they were optimistic about the future of their industries.

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

To download the full report, go to


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