Here’s what the data tells us about the industry outlook and company culture—and what sales leaders must do now to lead with clarity, purpose, and results.
73% of sales managers say they’re optimistic about the future of the media sales industry. But only 50% of salespeople feel the same.
This isn’t the first time we’ve seen optimism slip. Back in 2021, 82% of managers and 62% of sellers had a bright outlook. In just four years, both numbers have fallen—and seller optimism has dropped the most.
Action for Sales Leaders:
Communicate the “why.” If you see opportunities ahead, explain them clearly and frequently to your teams.
Connect strategy to the seller’s day-to-day. Show how industry shifts and company plans will directly benefit your people and their customers.
Celebrate wins publicly. Regular recognition of team success reinforces belief in the future.
The good news: 64% of sellers say they feel valued “all the time” by their manager, and 63% say they feel fully supported. Those are solid scores for leadership trust.
The challenge: Over a third of sellers aren’t consistently experiencing that level of support or recognition. And in a competitive hiring market, that gap can impact retention.
Action for Sales Leaders:
Schedule consistent one-on-one coaching that goes beyond pipeline talk to include career growth conversations.
Listen actively to concerns—then act on feedback where possible.
Make recognition a daily habit, not just a quarterly initiative.
Two-thirds (64%) of sellers say they’d recommend their company as a great place to work. That’s encouraging—but the other 36% are less enthusiastic, which should prompt self-reflection from leadership.
A winning sales culture isn’t just about morale—it’s about performance. Sellers who feel valued, supported, and aligned with leadership’s vision are more engaged, more productive, and more likely to stay.
Action for Sales Leaders:
Define your culture clearly—don’t leave it to chance.
Foster collaboration between teams and departments to reduce silos.
Align incentives and recognition with the behaviors and results you want to see.
The media sales industry will continue to change—but our success will depend on how well we align leadership’s vision with the seller’s reality. Confidence isn’t built on data alone—it’s built on trust, communication, and a culture where people feel empowered to win.
As leaders, our job is to keep our teams informed, inspired, and equipped to seize the opportunities ahead.
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