The biggest impediment to increased revenue is an undertrained sales staff. It is a sales maxim that is more relevant today than ever. We are operating in an era, especially in digital sales, where clients perceive that everyone is selling the same products. In that environment, the reps who are best trained win.
If that were not reason enough to increase training regimens, data released in February from RAB and Borrell shows that the number of ad account executives across media outlets has declined sharply over the past decade, while marketing pros on the client side have surged. In fact, ad sales staffs are now outnumbered three to one by marketing managers nationwide. At the same time, half of businesses advertising on radio and TV now have at least one dedicated marketing person on staff, and one in three buyers now possesses “master” level marketing experience.
Our radio and TV reps must not only fluently present traditional media plans, but also clearly explain how traditional and digital fit into a client’s broader marketing strategy, why the proposal is priced efficiently, and how success will be measured. They are increasingly sitting across from knowledgeable professionals who rely on data to evaluate digital campaigns and expect the same rigor from media partners.
The Borrell data also makes something else clear. Training is viewed by radio managers as the number one way to grow digital revenue. Digital revenue reached $2.3 billion in 2025, up 7.8 percent, and is forecast to grow another 9.5 percent in 2026. The opportunity is significant, but it requires skilled sellers to capture it.
Stations that grow digital revenue the fastest train more often and demonstrate greater confidence in their strategy and sales teams. Top performing clusters generate three to five times more digital revenue than their peers by being disciplined and surgical in their approach.
Training can take many forms, from individual to small group to full staff sessions. For individual training, there are several no-to-low cost digital options available to sellers:
- Google offers free online courses such as Fundamentals of Digital Marketing that users can complete at their own pace
- The Trade Desk provides training tracks for sellers, managers, and ad operations teams at no cost
- LinkedIn Premium members have access to a wide range of professional training programs for media sellers
Training is leverage. It shortens sales cycles. It increases proposal confidence. It improves close rates. And in a market where account executives are fewer but clients are more sophisticated, that leverage matters more than ever.
Midwestern broadcasters have grit. We have community roots. We have trust. When we pair those strengths with disciplined, ongoing training, we move from being relationship sellers to strategic marketing advisors.
That is how revenue grows in 2026.
The WBA Digital Hotline is a free service of the WBA. To contact Chris Brunt directly with any questions relating to digital revenue, AI, and anything else in the digital space, he can be reached at Chris@jacobsmedia.com
