The MediaGrowth Executive Sales panel discussed the ongoing challenges of increasing revenue in the B2B media space. The panelists shared their unique perspectives on the rapidly changing landscape of B2B media sales, as well as the specific
strategies they are using to navigate these challenges.
Sales Team Skills and Retention: The panelists discuss the skills they look for when hiring sales team members and how they retain their top talent. They emphasize the importance of communication skills, cultural fit, and the ability to adapt to a more complex sales process.
Retention Strategies: The panelists share their strategies for retaining sales team members, including the importance of work-life balance and creating a positive company culture. They also discuss the need for sales teams to be able to take time off without feeling overwhelmed by their workload.
Sales Team Structure and Compensation: The panelists discuss how they structure their sales teams and the compensation models they use. They share their thoughts on the importance of aligning compensation with the overall goals of the business and the specific needs of their sales teams.
One of the key topics of conversation during the panel was the changing nature of the
sales process and the skills that are now required for success. Lavelle noted that her company is placing a greater emphasis on communication skills and the ability to provide consultative sales. She shared that her last two hires did not come from a traditional B2B media background, but were brought in for their strong communication skills. Lavelle also highlighted the importance of being able to identify a customer’s specific problem and provide a tailored
solution.
For Williams, the focus has been on building a sales team that is not only well-versed in the company’s specific products, but also has a deep understanding of the broader industry landscape. He shared that KHL is now looking to hire sales professionals with a background in marketing or agency work, in order to better support the company’s more complex sales process. Williams also emphasized the
importance of cultural fit, and the need for sales team members to be able to add value to the organization as a whole.
Andrews also echoed the importance of cultural fit, and shared that Endeavor Business Media is now taking a more holistic approach to the hiring process. He explained that the company is looking for sales professionals who not only have the necessary skills, but also embody the core values
of the organization. Andrews also highlighted the importance of the challenger sales model, and the need for sales team members to be able to effectively communicate with customers.
Thanks to Edisource for creating a summary of the recording from MGES, Website
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