IAB Sellers’ Intelligence Study

Legitimacy: Building Better Sales Teams with Certification

The Sellers’ Intelligence Study is a comprehensive research report conducted by PSB which reveals senior digital media executives credit professional education and development with increases in their company revenue by an average of 30 percent. A majority (86%) say formal training programs have been responsible for improving digital sellers’ job performance. Another benefit contributing to the bottom line is professional education in digital media sales is shown to be a key factor in employee retention.

“These results prove that formal training and certification can play a crucial role in the fiscal health of our industry,” said Christa Babcock, Vice President, Learning and Development, IAB. “The insights linking digital media sellers’ training to their incomes, increased sales, job satisfaction, plans to stay at their companies, and much more should open up a lot of eyes in the industry—and increase profits across the ecosystem.”

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