The podcast to help you get hired, stay inspired, and build a successful career in the media industry. Join Jo Wood (The Media Exchange) and Debra Sharron (Media Sales Training) as they share honest conversations, answer listener questions, and offer practical career advice and insights from leaders across the media industry.
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Welcome to It's a Yes! Making it in Media, an exciting new podcast for media professionals. Hosts Debra Sharron (Media Sales Training) and Jo Wood (The Media Exchange) combine their expertise to help you get hired and stay inspired as you build your media career.
Series 1 is coming soon. You can hear it here, on this feed. Subscribe now to be notified automatically when new episodes drop in early 2026.
Welcome to the first episode of It’s A Yes! Making It In Media. Hosts Jo Wood (The Media Exchange) and Debra Sharron (Media Sales Training) share the career paths that led them into media from unconventional beginnings.
They discuss their career transitions from pharmacy and English literature into media recruitment and magazine sales, exploring why neither initially saw themselves as "salespeople". This episode tackles common questions about professional development in media, including how to refine your CV, what drives promotion decisions when you're already hitting targets, and why job satisfaction can shift around the 18-month mark.
Why do top performers sometimes get overlooked for advancement? What role do team dynamics and communication skills play in sales success? Jo and Debra explore what's often happening behind the scenes in sales management and career progression.
What This Episode CoversHow people actually find their way into media sales
Why sales roles are often misunderstood across the industry
What commercial experience gives you that other roles don’t
How progression and recognition tend to work behind the scenes
What influences job satisfaction and motivation throughout a media career
CVs and recruitment - and why human judgement still matters
Communication skills, team dynamics and adapting your approach for career success
Critical turning points where media professionals rethink their next move
The YES List
Surrounded by Idiots — Thomas Eriksson
Debra recommends this bestselling book on communication styles, based on the DISC personality model. It explores why people communicate differently at work and how adapting your approach can improve working relationships across teams, clients and managers.
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.
Selling YOU: How to build your personal brand - stop hiding, start shining!
Season 1 · Episode 2
Friday, January 23, 2026 • Duration 19:22
Learn what hiring managers actually look for in CVs and interviews - and the closing techniques that shift the power dynamic in your favour.
In this episode of It's A Yes! Making It In Media, Jo and Debra reveal how to position yourself effectively throughout the media recruitment process. Whether you're applying for media sales roles, transitioning from client services, or preparing for interviews, this episode shows you how to build and showcase your personal brand.
Discover what makes CVs stand out to hiring managers, why the recruitment process is your first sales pitch, and the interview techniques that get you remembered for the right reasons. Jo and Debra answer listener questions about breaking into media sales, making career transitions, and standing out from other candidates. They also discuss how to succeed in media sales as an introvert, plus share practical frameworks like the STAR method for talking about achievements.
If you're looking to land your next media role or help someone navigate the application process, this episode delivers actionable insights on selling yourself with authenticity and confidence.
What This Episode Covers
Why the recruitment process is your first sales opportunity—and how most candidates miss it
What actually makes a CV work
The questioning and closing skills that showcase sales capability in interviews
How to prove your skills are transferable when moving from client services to sales
Using the STAR method to tell achievement stories that land
How to answer "why should we hire you?" without cringing
The power of memorable moments
The introverted sales person: how to succeed in media sales when networking doesn't come naturally
The YES List
To Sell is Human — Daniel H. Pink
Debra recommends this essential read for anyone in a modern sales role. Pink's core argument is that we're all in sales—whether we realise it or not. Pink delivers science-backed techniques for modern persuasion, from asking better questions to cutting through information overload.
Stay, Pivot or Run? Navigating Career Crossroads when Developing your Media Career
Season 1 · Episode 3
Friday, February 6, 2026 • Duration 24:58
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.
Episode Overview
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.
What This Episode Covers
The real state of the media job market—beyond the doom and gloom headlines
The 18-month itch: when high performers start looking for their next challenge
Essential skills for 2026: portfolio selling, data literacy, and ROI conversations
Specialist vs. generalist—which path serves you better at different career stages
How to evaluate internal opportunities before looking externally
The "Yes, But" framework for understanding what's blocking your promotion
Culture vs. cash: how to decide when a competitor comes calling
Ghosted! When to chase and when to walk away
Season 1 · Episode 4
Friday, February 20, 2026 • Duration 22:32
Learn how to decode silence in sales and recruitment—plus the exact scripts and strategies to get closure without looking desperate.
Episode Overview
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.
What This Episode Covers
Why over 50% of UK employers admit to ghosting candidates—and why silence isn't always personal
The three types of silence: genuinely busy, avoiding confrontation, or never happening
Next-step hygiene: how to build accountability into every meeting or call
Trial closing techniques that reveal true interest before you invest time in proposals
Multi-channel follow-up strategies—why WhatsApp often gets the fastest response
The "if they wanted to, they would" rule and when to walk away
Recognising buying signals: what they are and how to respond immediately
Why you should never offer to "send an email and call back" without locking in next steps
How to ask for commitment to a follow-up meeting before writing any proposal
Negotiation skills - don't cave! Holding your ground in tough negotiations
Season 1 · Episode 5
Friday, March 6, 2026 • Duration 27:25
Learn how to handle price objections, add value without discounting, and close deals with confidence—even when clients push back hard.
Episode Overview
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.
What This Episode Covers
Cultural taboos around discussing money—and why salespeople hide behind email
How to pitch for the top end of a salary band without pricing yourself out
The value menu approach: adding value instead of dropping price
Why face-to-face negotiation is more powerful than email back-and-forth
The "one shot" theory: why you might only get one chance at the pitch
Trial closing in the first conversation—don't wait for a follow-up that may never come
What agencies respect in negotiation (integrity, bespoke responses, collaboration)
Retail Media in 2026: Inside a £2.7 Billion Career Opportunity
Season 2 · Episode 5
Friday, July 17, 2026 • Duration 27:31
Retail media has become one of the fastest growing parts of the UK advertising landscape, creating new commercial opportunities for anyone building a career in media.
Episode Overview
In this episode of It's A Yes! Making It In Media, Debra Sharron and Jo Wood explore how retail media has evolved from a niche shopper marketing function into a central pillar of modern marketing plans. They unpack the formats brands are buying, the skills employers are looking for, and what it actually takes to build a commercial career in this space.
Why retail media has moved from shopper marketing to the centre of brand strategy
The full range of formats, from on-site placements to in-store screens and connected TV
What experience actually transfers into a retail media career
Why data literacy matters, even in roles that aren't data-led
How Tesco Clubcard data is turned into audiences brands can act on
The practical role AI is playing in creative, targeting and self-serve platforms
Why measurement and proving incrementality remain a live industry challenge
What it takes to manage both an advertiser and a retailer as two separate clients
YES List
Scoring Points and Brand is Dead, Long Live the Customer — Clive Humby
Debra and Jo recommend this pair of books by Clive Humby, co-founder of Dunnhumby and one of the driving forces behind modern customer data science.
Scoring Points tells the inside story of how Dunnhumby conceived, pitched and launched the Tesco Clubcard back in 1995, turning raw transaction data into one of the UK's richest customer insight ecosystems. Brand is Dead, Long Live the Customer, written in the mid-2000s, predicted the shift away from mass, untargeted advertising towards personalised, first-party customer relationships – exactly the shift retail media is built on today.
Why Media Agency Careers Are Evolving Faster Than Ever
Season 2 · Episode 4
Friday, July 3, 2026 • Duration 29:54
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.
Selling Audio and Podcasts: Skills, Trends & Career Opportunities
Season 2 · Episode 3
Friday, June 19, 2026 • Duration 30:27
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.
What This Episode Covers:
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
YES ListAlchemy: The Surprising Power of Ideas That Don’t Make Sense - Rory Sutherland
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.
Why Events Sales is Back and Bigger Than Ever
Season 2 · Episode 2
Friday, June 5, 2026 • Duration 24:48
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.
What This Episode Covers
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
Related Shows Based on Content Similarities
Discover shows related to It's A Yes! Making It In Media, based on actual content similarities. Explore podcasts with similar topics, themes, and formats, backed by real data.
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.
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.
Stay interviews and why managers need to proactively retain top talent
The three-choice framework: change it, live with it, or get out of it
Guest Expert: Jo Redfern Evans
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.
YES List
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
Get In Touch
If there's a media career question, challenge or experience you'd like us to explore, email hello@makingitinmedia.com
Upcoming Workshops
Debra runs live, interactive online media sales training workshops focused on building commercial confidence and capability.
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.
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.
Video vs. in-person closing—and why Mel closes better on calls
Professional etiquette: remembering how ghosting feels when you're on the other side
YES List
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.
If there's a media career question, challenge or experience you'd like us to explore, email hello@makingitinmedia.com
Upcoming Workshops
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.
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.
Subscribe & Share
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.
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.
How to avoid a race to the bottom on CPMs when selling challenger solutions
Taking a beat: why pausing before responding gives you control
The YES List
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.
If there's a media career question, challenge or experience you'd like us to explore, email hello@makingitinmedia.com
Upcoming Workshops
Debra runs live, interactive online media sales training workshops focused on building commercial confidence and capability, including negotiation skills.
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.
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.
Both are essential reads for anyone working in retail media, data-led sales or commercial strategy who wants to understand where the industry's current thinking actually came from.
Top takeout: First-party data only becomes valuable once it's turned into insight brands can act on. Understanding that shift – from raw data to genuine customer relationships – is the blueprint behind modern retail media.
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.
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.
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.
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.
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.
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.
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.
