As traditional radio broadcasters diversify across new platforms and products, are their sales organizations structured and motivated to thrive in this new environment?

Advertisers across categories are rediscovering radio and its ROI potential when incorporated as part of an integrated solution that drives brand awareness and business objectives. However, radio sales organizations are often ill-equipped to sell and deliver these new solutions and revert to what is most familiar. To compound the issue, sales compensation plans in radio often do not clearly link pay with growth priorities.

To help address these challenges, Alexander Group has launched a survey for radio sales leaders to inform their go-to-market planning and prepare for a return to growth in 2021.

The Radio Ad Sales Survey is designed to provide insights for sales leaders to achieve sustainable growth by taking a deep dive into sales strategy, structure, role design, compensation alignment and investment areas to drive new business and minimize churn.

Preliminary results show select radio markets expecting 20%+ overall growth in 2021. Complete this survey to see how your organization stacks up. The survey takes approximately seven minutes to complete. Responses are confidential and the results will only be shared in aggregate.


Alexander Group will be exploring the survey findings and sharing industry best practices during our upcoming three-part virtual Media Advisory Council roundtable series held exclusively for radio sales leaders.

Part 1: Sales Compensation Evolution: Eliminate Misuse to Drive Growth
December 9, 2020 | 10 am ET

Part 2: Selling Spots to Selling Solutions
January 20, 2021 | 10 am ET

Part 3: Transform the Revenue Growth Engine
February 24, 2021 | 10 am ET

To sign up for the radio series, please visit our Media Advisory Council webpage.

For more information on the Radio Ad Sales Survey, please contact a Media Sales Practice Lead.


Insight type: Article

Industry: Media Sales

Role: C-Suite, Sales and Marketing Leadership

Topic: Sales Quotas, Strategy

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