Agency careers are evolving fast, creating new opportunities for media professionals, commercial teams and anyone looking to build a successful career in media.

Episode Overview:

From global holding groups and specialist independents to social, Amazon and experiential agencies, the agency landscape has never been broader. At the same time, AI, automation and changing client expectations are reshaping how agencies operate, the skills they value and the career paths available to ambitious media professionals.

In this episode of It’s A Yes! Making It In Media, Debra Sharron and Jo Wood are joined by Lisa Morgan, Managing Director at Generation Media, and Sarah Chappell, Commercial Director at Guerrillascope.

Together, they explore what agency life is really like, how the sector is evolving, the opportunities available across different agency types, and the commercial, strategic and storytelling skills that are becoming increasingly important for career success.

What This Episode Covers:

• The different types of media agencies and how the sector has evolved
• The differences between working at a holding company and an independent agency
• How agencies win new business and what makes a successful pitch
• Why commercial thinking and storytelling are becoming essential career skills
• The impact of AI, automation and changing client expectations
• The opportunities available for entry-level talent and future media leaders
• How agency-client relationships are evolving towards more strategic partnerships
• The skills and attributes agency leaders look for when hiring and developing talent

YES List

Influence - Robert Cialdini

Debra and Jo recommend this classic book on persuasion, decision-making and influence for anyone working in media sales, agencies, client services or commercial leadership.

Drawing on decades of behavioural science research, Cialdini explores the psychological principles that shape how people make decisions, build trust and respond to ideas. From client presentations and negotiations to pitching and stakeholder management, the lessons remain highly relevant for today’s media professionals.

Top takeout: People are influenced by more than logic alone. Understanding the principles behind trust, credibility and decision-making can help you communicate more effectively, build stronger relationships and gain greater buy-in for your ideas.

Purchase here

Send your questions to [email protected]

• Subscribe to Jo and Debra’s newsletter, to get the key insights and takeaways from each episode
• Join one of Debra’s upcoming media sales workshops
• Follow the show on YouTube
• Follow the show on Spotify
• Follow Jo on LinkedIn here
• Follow Debra on LinkedIn here

The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.

Audio is evolving fast, creating new opportunities for media sales professionals, commercial teams and anyone looking to build a successful career in media.

Episode Overview:

From digital radio and streaming to podcasting, video content and AI, the audio landscape is changing rapidly. As brands invest more heavily in audio advertising and publishers expand their podcast offerings, demand is growing for people who understand how to sell, package and commercialise these platforms effectively.

In this episode of It’s A Yes! Making It In Media, Debra Sharron and Jo Wood are joined by Andy Goldsmith, formerly UK President of Audioboom UK, and Russell Pedrick, Managing Director of Octave at News UK.

Together, they explore how the audio market is evolving, what makes podcast advertising so effective, the growing role of video and AI, and the skills media professionals need to succeed in this increasingly dynamic sector.

• Why audio remains one of media’s most engaging advertising channels
• How podcast advertising differs from traditional radio advertising
• Why host-read podcast ads continue to deliver strong commercial results
• The growing role of video in podcast discovery and monetisation
• How AI is changing media sales, content creation and measurement
• The skills employers are looking for in today’s audio sales professionals
• Why adaptability remains one of the most valuable career assets in media

Debra and Jo recommend this marketing and behavioural science classic for anyone working in media sales, advertising or commercial media. Rory Sutherland explores why people don’t always make decisions logically and how understanding human psychology can create more effective marketing, stronger commercial propositions and better sales conversations.

Drawing on examples from advertising, branding and behavioural economics, the book challenges conventional thinking about value and highlights the importance of perception, trust and emotional connection.

Top takeout: People don’t behave logically, they behave psychologically. Understanding how people think can often be more valuable than understanding what the data says.

Purchase here

Send your questions to [email protected]

• Subscribe to Jo and Debra’s newsletter, to get the key insights and takeaways from each episode
• Join one of Debra’s upcoming media sales workshops
• Follow the show on YouTube
• Follow the show on Spotify
• Follow Jo on LinkedIn here
• Follow Debra on LinkedIn here

The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.

Discover how live events are creating new career and revenue opportunities across the media industry in 2026.

Episode Overview

In this episode of It’s A Yes! Making It In Media, Jo Wood and Debra Sharron explore why events sales has become one of the fastest-growing and most commercially exciting sectors in the industry. From conferences and exhibitions to awards, sponsorships and experiential partnerships, the events landscape has evolved far beyond traditional trade shows.

Jo and Debra break down what modern event sales actually looks like, how media businesses are building revenue through live experiences, and why demand for commercially minded salespeople in this space continues to grow. They explore the skills required to succeed, the growing importance of networking and relationship building, and why human connection has become even more valuable in an increasingly digital world.

Later in the episode, they’re joined by Colin Ennis, Divisional Sales Director of Events and Online Marketplaces at emap, who shares practical insights into building high-performing commercial teams, developing talent and creating strong sales cultures. Colin also explains why delegate sales remains one of the strongest entry points into media sales and what separates high performers from the rest.

Whether you’re exploring a career in media sales or looking to sharpen your commercial skills, this episode offers a clear view into one of the industry’s biggest growth areas.

• Why live events have become a major growth area for media businesses
• How the events industry has evolved post-pandemic
• The difference between delegate sales, exhibition sales and sponsorship sales
• Why events create powerful opportunities for audience engagement and networking
• How sponsorship has evolved beyond simple logo placement
• Why emotional intelligence and relationship building matter in event sales
• The skills and mindset employers look for when hiring commercial talent
• Why coachability and resilience are critical for career progression
• How modern sales teams are becoming more collaborative and development-focused
• Why events sales can accelerate career growth across the media industry

YES List

The HBR Guide to Smarter Networking — Harvard Business Review

Debra recommends this practical guide for anyone who wants to feel more confident building professional relationships and navigating networking environments. Whether you’re attending industry events, meeting clients or growing your career in media, the book focuses on how to create genuine connections rather than relying on awkward small talk or forced self-promotion.

Packed with actionable advice and research-backed insights, it covers everything from starting conversations and building rapport to following up effectively and developing long-term professional relationships.

Top takeout: Networking is not about collecting contacts. It’s about building meaningful relationships over time and learning how to create valuable conversations with confidence.

Purchase here

Send your questions to [email protected]

• Subscribe to Jo and Debra’s newsletter to get the key insights and takeaways from each episode
• Join one of Debra’s upcoming media sales workshops
• Follow the show on YouTube
• Follow the show on Spotify
• Follow Jo on LinkedIn here
• Follow Debra on LinkedIn here

The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.

Learn how print and digital media now work together and what that means for media sales careers in 2026.

In this episode, Jo and Debra explore how print and digital commercial solutions are evolving in today’s UK media landscape. While digital spend continues to grow, the role of print hasn’t disappeared. Instead, it has shifted, becoming part of a broader, more integrated approach to reaching audiences.

Jo and Debra break down what this means in practice, from how media owners are packaging inventory to how sellers need to position different channels. They explore the changing expectations from advertisers, the growing importance of first-party data, and why hybrid roles are now the norm for anyone building a career in media sales.

Later in the episode, they’re joined by Cath Waller, Managing Director of Advertising at Immediate Media, who shares how one of the UK’s leading publishers has evolved from a print heritage into a multi-platform business spanning digital, partnerships, and experiential.

Whether you’re starting out in media or looking to sharpen your commercial approach, this episode gives you a clear view of how the industry is changing and what that means for you.

• Why “print vs digital” is no longer a reliable framework in media sales
• The distinct roles of print (trust, attention, brand building) and digital (targeting, scale, measurement)
• How publishers are moving towards integrated, multi-platform commercial solutions
• Why first-party data and direct audience relationships are becoming more valuable
• What programmatic actually means in simple terms
• The shift from traditional formats to native content and partnerships
• How experiential and live events are becoming part of the media mix
• What skills and mindset you need to succeed in modern media sales
• How AI is likely to impact roles and opportunities in the industry

Who Moved My Cheese? — Dr. Spencer Johnson

Debra recommends this as essential reading for anyone working in commercial media, where change is constant and standing still is never an option. Spencer Johnson’s simple but powerful story follows four characters, two mice and two little people, as they react when their “cheese” disappears, representing the things we rely on most, whether that’s clients, budgets, opportunities, or job security.

The lesson is clear: some people spot change early and adapt quickly, while others resist, complain, and wait too long to move. In media sales, where algorithms shift, budgets tighten, and client priorities change overnight, the ability to anticipate and act is everything.

Top takeout: Your cheese will move. The people who succeed are the ones who stay curious, test new opportunities, and treat uncertainty as part of the job, not a problem to avoid. Ask yourself: are you moving with change, or waiting for things to go back to how they were?

Purchase here

Send your questions to [email protected]

• Subscribe to Jo and Debra’s newsletter to get the key insights and takeaways from each episode
• Join one of Debra’s upcoming media sales workshops
• Follow the show on YouTube
• Follow the show on Spotify
• Follow Jo on LinkedIn here
• Follow Debra on LinkedIn here

The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.

Discover how to navigate the four-generation workplace, challenge outdated practices without seeming arrogant, and build teams that genuinely get the best out of everyone.

This episode of It's A Yes! Making It In Media tackles one of the most talked-about topics in modern workplaces: generation gaps. For the first time in history, four generations are working side by side—Baby Boomers, Gen X, Millennials, and Gen Z—each bringing different expectations, communication styles, and values to the table.

Jo and Debra explore what this looks like inside the media industry right now, from the challenge of working in open plan offices and shared Slack channels to navigating hybrid working expectations across generations. They share practical strategies for younger professionals who want to challenge "this is how we've always done it" without seeming arrogant, and millennial managers trying to bridge the gap with Gen Z team members who have completely different expectations about promotion timelines and work-life balance.

Listener questions come from Ella, age 24, who's struggling to challenge outdated practices, and Dan, a millennial manager navigating Gen Z expectations. Industry experts Claire Kearney (News UK) and Darren McKay (Alight Out of Home) share honest perspectives on what actually works—from reverse mentoring and employee networks to the truth about Gen Z stereotypes.

• The four generations in today's workplace: Boomers, Gen X, Millennials, and Gen Z
• Setting clear expectations: what Gen Z needs to achieve before getting promoted
• Reverse mentoring: what older generations can learn from younger colleagues
• The importance of asking questions to understand different generational values
• Managing promotion expectations: honest conversations about budgets, profits, and progression
• What else motivates beyond money: recognition, new projects, and feeling connected to work
• Challenging Gen Z stereotypes: do they really lack commitment and work ethic?
• Why Gen Z's uncompromising attitude toward life outside work is actually admirable

Claire Kearney — Head of Learning and Development at News UK

Darren McKay — Commercial Director at Alight Out of Home

Eat Sleep Work Repeat — Bruce Daisley (Podcast & Newsletter)

This episode's recommendation is Bruce Daisley's podcast and newsletter. Bruce is former VP of Twitter Europe and has held senior roles at YouTube and Google, so he really understands fast-moving commercial environments like media. He researches what makes workplace culture genuinely work, and whether you're leading a team or part of one, there's something here for everyone.

Head to eatsleepworkrepeat.com, sign up for the newsletter, and get curated insights, the latest workplace research, and Bruce's straight-talking take delivered straight to your inbox.

This is the final episode of Series 1! The podcast will return at the end of May with Series 2. In the meantime, the hosts would love to hear your thoughts on the podcast, including which topics you'd like them to explore in Season 2.

Send your feedback and Series 2 topic suggestions to [email protected]

Debra runs live, interactive online media sales training workshops focused on building commercial confidence and capability.

Details of upcoming sessions can be found here: https://makingitinmedia.com/sales-training-courses/

Follow the show for conversations about building a career in media, and share this episode with someone navigating generational dynamics in their workplace.

• Subscribe to Jo and Debra’s newsletter, to get your FREE guide to the Top Media Sales Tips for 2026
• Join one of Debra’s upcoming media sales workshops
• Follow Jo on LinkedIn here
• Follow Debra on LinkedIn here

It’s A Yes! Making It In Media is hosted by Jo Wood and Debra Sharron.

Jo is Managing Director of The Media Exchange, a specialist media recruitment consultancy working closely with candidates and employers across the industry.

Debra is founder of Media Sales Training, where she designs and delivers training for media sales teams, supporting professionals at every stage of their careers.

Together, they combine recruitment insight and sales expertise shaped by decades of experience inside the media industry.

Disclaimer: The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.

Learn how to build a powerful LinkedIn profile, create content that gets noticed, and turn digital connections into real sales conversations.

In this episode of It's A Yes! Making It In Media, Jo Wood and Debra Sharron explore how LinkedIn has evolved from optional to essential—especially in a post-pandemic world where it's become the go-to place for creating connections. With over two billion accounts and only 1% of users actually posting content, there's a massive opportunity to stand out if you know what you're doing.

Jo and Debra break down the fundamentals: why your profile picture matters more than you think, how to write connection requests that actually get accepted (hint: make it about them, not you), and whether you should use that green "open to work" circle. They explore the polarising debate about how personal versus professional LinkedIn should be, the mysterious algorithm that rewards engagement 15 minutes before and after you post, and why video content gets 20 times the engagement of written posts—even when you hate the sound of your own voice.

Listener questions come from Liam, who's updating his profile for job hunting, and Maya, who posts regularly but gets barely any engagement. Plus, industry expert Chris Turner-Green (Technology Advice) shares how his team turns LinkedIn connections into real sales conversations by adding value in every message, comment, and opinion—not just pitching.

Whether you're using LinkedIn to land your next role or generate new business, this episode delivers the strategies, tools, and mindset shifts you need to go from zero to hero.

• How LinkedIn went from "what do I need that for?" to impossible to live without
• Why LinkedIn is the only major player in its space—and what that means for users
• The commercial vs. personal debate: finding the right balance for your brand
• Why posts with your photo outperform other content types (even if you hate looking at yourself)
• Social Selling Index (SSI) scores: measuring your LinkedIn proficiency against your sector
• The algorithm mystery: engaging 15 minutes before and after you post for maximum reach
• The green "open to work" circle: why it's a no-brainer if you need a job
• Why only 1% of LinkedIn users actually create content—and how that sets you apart
• Video gets 20x the engagement of written posts (but it takes you out of your comfort zone)
• Connection requests: the art of flattering without full-blown pitching
• The power of "you" in sales communication: flipping the script from me to you
• The LinkedIn police: what happens when you connect with too many third-degree contacts
• Top tips for job hunters: profile pictures, correlating CV dates, skills, achievements, and recommendations

Chris Turner-Green — MD at Technology Advice

Chris explains how his team turns LinkedIn connections into real sales conversations by becoming "LinkedIn warriors" who add value in every message rather than just pitching.

Atomic Habits — James Clear

Debra recommends this Sunday Times bestseller as potentially the most important book for your media sales career. Clear's premise: tiny changes lead to remarkable results. Instead of "I need to completely overhaul my prospecting," you might start with "I'll make three new LinkedIn connections every morning." That's manageable, but over a year, that's 750+ new connections. Her favourite concept is habit stacking—linking new habits to existing ones, like "After I finish my morning coffee, I'll review my pipeline for 10 minutes."

Top takeout: Stop relying on motivation and start building systems. Identify one small habit you can do consistently—prospecting, follow-ups, LinkedIn engagement—and make it automatic. Small habits compound into big results.

More here: https://jamesclear.com/atomic-habits

Send your questions to [email protected]

Debra runs live, interactive online media sales training workshops focused on building commercial confidence and capability, including how to use LinkedIn effectively for business development.

Details of upcoming sessions can be found here: https://makingitinmedia.com/sales-training-courses/

Follow the show for conversations about building a career in media, and share this episode with someone navigating the recruitment process or looking to sharpen their personal brand.

• Subscribe to Jo and Debra’s newsletter, to get your FREE guide to the Top Media Sales Tips for 2026
• Join one of Debra’s upcoming media sales workshops
• Follow Jo on LinkedIn here
• Follow Debra on LinkedIn here

It’s A Yes! Making It In Media is hosted by Jo Wood and Debra Sharron.

Jo is Managing Director of The Media Exchange, a specialist media recruitment consultancy working closely with candidates and employers across the industry.

Debra is founder of Media Sales Training, where she designs and delivers training for media sales teams, supporting professionals at every stage of their careers.

Together, they combine recruitment insight and sales expertise shaped by decades of experience inside the media industry.

Disclaimer: The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.

Discover how to use AI to enhance your work without sounding like everyone else—plus the prompts, tools, and human skills that matter most in 2026.

In this episode of It's A Yes! Making It In Media, Jo Wood and Debra Sharron explore the rapid rise of AI in media sales and recruitment. With 68% of UK businesses now using AI in their screening processes and 55% of sales professionals using it to write emails, the landscape has transformed dramatically since November 2022—and not everyone is using it well.

Jo and Debra tackle the reality of "AI slop"—generic, robotic content that screams chatbot—and share how to customise AI tools to sound authentically like you. From creating personas and refining prompts to spotting the telltale signs of AI-generated content, they reveal practical strategies for making AI work for you rather than replacing you.

Listener questions come from Paul, who's frustrated that his AI-written emails sound generic, Chloe, who wants to know which AI tools to learn before her next interview, and Raj, who's worried about job security in the age of AI. Three industry experts join the conversation: Claire Kearney (News UK) on AI proficiency and attitude, Josh Barnett (Lumen Research) on why effective communication matters more than ever, and Chris Turner-Green (Technology Advice) on the AI workflows that actually enhance B2B selling.

1. The shocking speed of AI adoption: 68% of UK businesses using it for recruitment screening
2. Spotting AI-generated content: American spelling, emojis, capital letters, and em dashes
3. Creating AI personas: teaching your chatbot to write like you with tone, style, and voice
4. The art of prompt engineering: why clarity in instructions determines quality of output
5. AI hallucinations: why you can't trust everything AI tells you without critical thinking
6. How AI is impacting recruitment processes
7. AI-accelerated, people-powered: using AI to save time, not replace human connection
8. Account research acceleration: reducing half-day research to 3-4 minutes
9. Call recording and AI summaries: never missing a follow-up action again
10. Why Gen Z needs to practice face-to-face communication more than any previous generation

If there's a media career question, challenge or experience you'd like us to explore, email [email protected]

Debra runs live, interactive online media sales training workshops focused on building commercial confidence and capability, including how to use AI effectively without losing your human touch.

Details of upcoming sessions can be found here: https://makingitinmedia.com/sales-training-courses/

Follow the show for conversations about building a career in media, and share this episode with someone who's navigating the AI revolution in sales or recruitment.

1. Subscribe to Jo and Debra’s newsletter, to get your FREE guide to the Top Media Sales Tips for 2026
2. Join one of Debra’s upcoming media sales workshops
3. Follow Jo on LinkedIn here
4. Follow Debra on LinkedIn here

It’s A Yes! Making It In Media is hosted by Jo Wood and Debra Sharron.

Jo is Managing Director of The Media Exchange, a specialist media recruitment consultancy working closely with candidates and employers across the industry.

Debra is founder of Media Sales Training, where she designs and delivers training for media sales teams, supporting professionals at every stage of their careers.

Together, they combine recruitment insight and sales expertise shaped by decades of experience inside the media industry.

Disclaimer: The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.

Learn how to handle price objections, add value without discounting, and close deals with confidence—even when clients push back hard.

In this episode of It's A Yes! Making It In Media, Jo Wood and Debra Sharron tackle one of the most crucial skills in media sales and recruitment: negotiation. The moment a client asks "can you do it for less?" determines whether you're seen as a partner or just another vendor. How you negotiate shapes your entire relationship—and of course, your income.

Jo and Debra explore why some people relish negotiation while others find it vulgar and avoid it entirely. They break down the two essential stages of any negotiation: preparation (knowing your like, intend, and must outcomes) and execution (having the skills to pace the conversation while building credibility). From salary negotiations to handling steep discount requests, they reveal the strategies that separate average closers from top billers.

Listener questions come from Josh, who's negotiating for the top end of a salary band, and Sophie, whose client loves the proposal but wants a 30% discount. Jo and Debra provide practical frameworks including the "value menu" approach—a creative alternative to caving on price. Plus, three industry experts share their takes: Emma Cranston (The Ozone Project), Steve Filler (ShowHeroes), and Rimi Atwell (Netmums) on what agencies respect, how to avoid racing to the bottom, and holding your nerve when clients push back.

1. Cultural taboos around discussing money—and why salespeople hide behind email
2. How to pitch for the top end of a salary band without pricing yourself out
3. The value menu approach: adding value instead of dropping price
4. Why face-to-face negotiation is more powerful than email back-and-forth
5. The "one shot" theory: why you might only get one chance at the pitch
6. Trial closing in the first conversation—don't wait for a follow-up that may never come
7. What agencies respect in negotiation (integrity, bespoke responses, collaboration)
8. How to avoid a race to the bottom on CPMs when selling challenger solutions
9. Taking a beat: why pausing before responding gives you control

Dragon's Den — Series 22, Episode 12 (BBC iPlayer)

Debra recommends this specific episode featuring an entrepreneur who handles objections from five incredibly tough investors simultaneously.

Watch here: https://www.bbc.co.uk/iplayer/episode/m001w0z0/dragons-den-series-22-episode-12

If there's a media career question, challenge or experience you'd like us to explore, email [email protected]

Debra runs live, interactive online media sales training workshops focused on building commercial confidence and capability, including negotiation skills.

Details of upcoming sessions can be found here: https://makingitinmedia.com/sales-training-courses/

Follow the show for conversations about building a career in media, and share this episode with someone who needs to hold their ground in tough negotiations.

1. Subscribe to Jo and Debra’s newsletter, to get your FREE guide to the Top Media Sales Tips for 2026
2. Join one of Debra’s upcoming media sales workshops
3. Follow Jo on LinkedIn here
4. Follow Debra on LinkedIn here

It’s A Yes! Making It In Media is hosted by Jo Wood and Debra Sharron.

Jo is Managing Director of The Media Exchange, a specialist media recruitment consultancy working closely with candidates and employers across the industry.

Debra is founder of Media Sales Training, where she designs and delivers training for media sales teams, supporting professionals at every stage of their careers.

Together, they combine recruitment insight and sales expertise shaped by decades of experience inside the media industry.

Disclaimer: The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.

Learn how to decode silence in sales and recruitment—plus the exact scripts and strategies to get closure without looking desperate.

In this episode of It's A Yes! Making It In Media, Jo Wood and Debra Sharron tackle one of the most frustrating experiences in both sales and recruitment: ghosting. Whether you've had a brilliant pitch meeting followed by radio silence, or you've sailed through three interview rounds only to be left hanging, ghosting is a demotivating reality that over half of UK employers admit to doing.

Jo and Debra decode what silence actually means—from "I'm too busy" to "I'm avoiding an awkward no" to "this was never happening." They share practical strategies for preventing ghosting before it happens, including next-step hygiene, trial closing techniques, and multi-channel follow-up approaches. You'll learn when persistence pays off and when it's time to walk away with dignity.

Listener questions tackle real scenarios: Tom's been waiting five weeks after three promising interviews, James has been ghosted after sending a detailed proposal, and Mel struggles with closing in person versus on video calls. Jo and Debra provide actionable scripts, timing guidance, and the all-important buying signals you need to recognize before you waste time on proposals that go nowhere.

1. Why over 50% of UK employers admit to ghosting candidates—and why silence isn't always personal
2. The three types of silence: genuinely busy, avoiding confrontation, or never happening
3. Next-step hygiene: how to build accountability into every meeting or call
4. Trial closing techniques that reveal true interest before you invest time in proposals
5. Multi-channel follow-up strategies—why WhatsApp often gets the fastest response
6. The "if they wanted to, they would" rule and when to walk away
7. Recognising buying signals: what they are and how to respond immediately
8. Why you should never offer to "send an email and call back" without locking in next steps
9. How to ask for commitment to a follow-up meeting before writing any proposal
10. Video vs. in-person closing—and why Mel closes better on calls
11. Professional etiquette: remembering how ghosting feels when you're on the other side

The Challenger Sale — Matthew Dixon and Brent Adamson

Debra recommends this game-changing book that revolutionized her approach to selling and training business development teams. The research is fascinating: the authors studied thousands of sales reps and found that in complex B2B sales, one type dramatically outperformed all the others—the Challenger. Challengers teach clients something new about their own business, tailor their message to each stakeholder, and aren't afraid to challenge the client's thinking. This was transformational because the best salespeople create constructive tension. They bring insights clients haven't considered. It's not about being aggressive—it's about being assertively helpful.

Top takeout: Come to every client meeting with a tailored insight about the client's business or market, not just your solutions. Teach them something they don't know about their customers, competitors, or industry trends. That's what transforms you from vendor to trusted advisor.

More here: https://www.penguinrandomhouse.com/books/205086/the-challenger-sale-by-matthew-dixon-and-brent-adamson/

If there's a media career question, challenge or experience you'd like us to explore, email [email protected]

Ghosting Power Hour — 27th February 2026

Debra is running a live, interactive Ghosting Power Hour on 27th February focused on mastering follow-up strategies, reading buying signals, and knowing when to walk away. Get practical scripts and techniques you can use immediately.

Register here: https://makingitinmedia.com/sales-training-courses/

Debra also runs regular online media sales training workshops focused on building commercial confidence and capability. Details of all upcoming sessions can be found at the link above.

Follow the show for conversations about building a career in media, and share this episode with someone who's been left on read or needs help navigating the ghosting game.

1. Subscribe to Jo and Debra’s newsletter, to get your FREE guide to the Top Media Sales Tips for 2026
2. Join one of Debra’s upcoming media sales workshops
3. Follow Jo on LinkedIn here
4. Follow Debra on LinkedIn here

It’s A Yes! Making It In Media is hosted by Jo Wood and Debra Sharron.

Jo is Managing Director of The Media Exchange, a specialist media recruitment consultancy working closely with candidates and employers across the industry.

Debra is founder of Media Sales Training, where she designs and delivers training for media sales teams, supporting professionals at every stage of their careers.

Together, they combine recruitment insight and sales expertise shaped by decades of experience inside the media industry.

Disclaimer: The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.

Discover when to stay in your role, when to pivot internally, and when it's time to make your move—plus the skills that will future-proof your media career.

In this episode of It's A Yes! Making It In Media, Jo Wood and Debra Sharron tackle one of the biggest questions facing media professionals: should you stay in your current role, look for internal opportunities, or make a move to a new company?

Despite negative headlines about the media job market, Jo reveals the reality is far more optimistic than LinkedIn would have you believe. While some roles have become more competitive, ad spend in the UK continues to climb toward £40 billion, creating ongoing demand for talented salespeople. The challenge isn't whether jobs exist—it's knowing when and how to make your next move.

Jo and Debra explore the critical milestones when salespeople typically get itchy feet, the emerging importance of data literacy and portfolio selling, and why "stay interviews" might be more valuable than exit interviews. Plus, special guest Jo Redfern Evans from Education Cubed joins to share her insights on getting promoted, including the powerful "Yes, But" framework for identifying and addressing career obstacles.

Whether you're feeling restless in your current role, frustrated about promotion prospects, or weighing up a competitor's offer, this episode delivers practical frameworks for making informed career decisions.

1. The real state of the media job market—beyond the doom and gloom headlines
2. The 18-month itch: when high performers start looking for their next challenge
3. Essential skills for 2026: portfolio selling, data literacy, and ROI conversations
4. Specialist vs. generalist—which path serves you better at different career stages
5. How to evaluate internal opportunities before looking externally
6. The "Yes, But" framework for understanding what's blocking your promotion
7. Culture vs. cash: how to decide when a competitor comes calling
8. Stay interviews and why managers need to proactively retain top talent
9. The three-choice framework: change it, live with it, or get out of it

Jo Redfern Evans is the founder of Education Cubed, a niche agency operating at the intersection of education, data and insight. She brings valuable perspective on carving out a specialism and building new business in media. In this episode, Jo shares her hard-won lessons on internal politics, influence, and getting promoted—including the promotion she didn't get and what she learned from it.

Mad Men (Netflix)

Debra recommends this iconic American drama series set in the 1960s New York advertising world—not for the workplace behavior (absolutely not), but for masterclass-level pitch craft. More here: https://www.netflix.com/title/70136135

If there's a media career question, challenge or experience you'd like us to explore, email [email protected]

Debra runs live, interactive online media sales training workshops focused on building commercial confidence and capability.

Details of upcoming sessions can be found here: https://makingitinmedia.com/sales-training-courses/

Follow the show for conversations about building a career in media, and share this episode with someone who's at a career crossroads or looking to future-proof their skillset.

1. Subscribe to Jo and Debra’s newsletter, to get your FREE guide to the Top Media Sales Tips for 2026
2. Join one of Debra’s upcoming media sales workshops
3. Follow Jo on LinkedIn here
4. Follow Debra on LinkedIn here

It's A Yes! Making It In Media is hosted by Jo Wood and Debra Sharron.

Jo is Managing Director of The Media Exchange, a specialist media recruitment consultancy working closely with candidates and employers across the industry.

Debra is founder of Media Sales Training, where she designs and delivers training for media sales teams, supporting professionals at every stage of their careers.

Together, they combine recruitment insight and sales expertise shaped by decades of experience inside the media industry.

Disclaimer: The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.