Sales enablement should be the bridge between your sales team and closed deals—but in many media organizations, that bridge has cracks. The 6th Annual Media Sales Report reveals that while most sellers have access to some resources, too many are questioning their quality, effectiveness, and the strategy behind them.
Here’s what the Sales Enablement data tells us—and what media sales leaders need to do to make it a true revenue driver.
Sales Collateral is Common—but Not Always Effective
78% of salespeople say they have current collateral to support all stages of the sales process. That’s good news—until you ask about quality.
Only 14% are “very satisfied” with their sales enablement resources, while 42% range from uncertain to very dissatisfied. From the management side, 38% of sales managers are satisfied with their collateral, but a third aren’t even sure it’s effective.
Action for Sales Leaders:
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Audit your sales collateral quarterly for relevance, accuracy, and design quality.
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Map collateral to each stage of the buyer’s journey so sellers know exactly when and how to use it.
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Collect feedback from your sales team to identify what’s missing or underperforming.
Resources Aren’t the Problem—Quality and Use Are
Despite mixed reviews, 75% of sellers and 73% of managers agree they have access to the resources they need to exceed sales goals. The disconnect? Those resources aren’t always compelling enough to engage prospects or move deals forward.
Action for Sales Leaders:
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Provide training on how to use sales enablement tools effectively in conversations and presentations.
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Pair resources with playbooks that give sellers ready-to-use messaging and talking points.
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Refresh case studies and proof points regularly to keep them relevant.
Sales and Marketing Alignment Still Lags
When asked about having a formal sales enablement plan, 40% of sellers and 38% of managers said no—and another chunk said “somewhat.” That means most media organizations are operating without a comprehensive, documented plan that integrates marketing strategy with sales execution.
Action for Sales Leaders:
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Create a joint sales–marketing enablement strategy with shared goals and KPIs.
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Schedule regular cross-department meetings to align campaigns, messaging, and priorities.
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Ensure marketing output directly supports sales conversations—not just brand awareness.
Websites Are Undermining Sales Conversations
Only 25% of sales managers believe their company’s website makes it easy for prospects to understand their value and solutions. Even more alarming, 60% say their website fails to clearly communicate the company’s value proposition—and that number is trending up from last year.
Action for Sales Leaders:
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Partner with marketing to update website messaging so it speaks directly to decision-makers in your target industries.
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Include clear problem–solution narratives and client success stories.
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Treat your website as a 24/7 salesperson—if it can’t answer a prospect’s key questions, it’s costing you opportunities.
Final Thought: Sales Enablement is More Than Just Content
The data is clear: Sales enablement in media sales is often present, but not always powerful. Collateral alone won’t win deals—what matters is the quality, strategic alignment, and usability of your resources.
By tightening sales–marketing collaboration, upgrading your website, and training sellers to use enablement tools effectively, you can transform “just having resources” into closing more business.
Download the Full Report:
For deeper insights into how leading media organizations are evolving sales enablement, download the complete 2025 Media Sales Report here:
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