Mind the absence of a gap. This week’s feature was conceived under
the headline ’The Training Gap’ but, to be honest, we didn’t expose the
whereabouts of such a chasm and had to change the headline.
We are constantly told that there is a real skills shortage in media
sales - with many senior people attributing this to inadequate training
- and yet the eight companies we interrogated all demonstrated
considerable commitment to their staff.
This supports the view of Carlton Media Sales chief Martin Bowley. He
says other ’sectors’ are lagging behind media owners in training terms
and although he is far too diplomatic to name the culprits, we can guess
which suspects would be in the line-up.
Media agencies, smaller media owners and many of the new dotcom players
have found that they can lure ready-trained go-getters from the major
media owners, saving them the trouble and expense of developing their
This does not apply to all agencies or all dotcoms, but it does go on
and it is counter-productive for the industry as a whole.
But what does all this reveal for average sales executives? Our feature
suggests it would be worth their while sticking with a major media
Don’t jump to a new sector if you are looking for the same high standard
of training and career development.