Sales Manager in Media
Sales Manager
or sales manager is someone who is sought after by all media organizations (and not only), but almost never found.
Sales managers are specialists who are sorely lacking in the media market. The advertising market is reviving, and the media are becoming an important bridge between businesses and initiatives.
The media have a lot to offer, but there is never anyone to do it...
We offer solutions
Responding to today's challenges, within the Ukrainian Media Business Academy
we are creating
a practical author's course “Sales Manager in Media.”
Who is this course for?
No sales experience? That's why we created this course.
We will teach you how to work systematically: from the first contact to a satisfied customer.
Journalist, editor, or media manager
entrusted with sales, but not given the tools
Manage local media
and want to create or strengthen your sales department
Anyone else in the editorial office
who plans to take charge of the advertising department
Beginner in sales
who values support, ready-made tools, and the opportunity to ask questions
Introvert or “non-salesperson”
who doesn't like to pressure people, but wants to sell the right things honestly
What you'll get from the course
A ready-made media sales system – from the first call to scaling
● Understanding what you are selling — how to describe your services, impact, and team in a way that makes people want to buy
● Mastering advertising products — how to create an effective media kit and adapt it to your clients
● Practical skills for presenting yourself and your product — with examples, templates, and tools
Deep understanding of customers and segmentation
● Who is your target audience, how do they think, and how to communicate with them
● How to adapt advertising products to different segments (small, medium, and large businesses)
● How to create and maintain a customer base, select priority customers
Confidence in negotiations and dealing with objections
● How to initiate contact, get acquainted, and introduce yourself
● How to identify customer needs and build trust
● How to respond to objections without losing interest in cooperation
Sales in practice — without fear and chaos
● Role-playing games, real calls, scenarios, objection handling
● Creating presentations, advertising messages, process maps
● Practical sales planning and interaction with marketing
Building a strong sales department
● How to search for, select, adapt, and motivate managers
● How to structure processes, responsibilities, and business schemes
● How to work with “stars” and “duds” in sales
Process automation and CRM management
● How to use ClickUp and Binotel in sales
● How to monitor KPIs and department performance
● How to structure managers' workdays and track results
🎓 Course format
10 practical training sessions — no fluff, focused on results, planning meetings, and mentoring sessions
Format:
online, Zoom + small group work
Teachers:
Valery and Taisiya Garmash
Duration:
8 weeks
(2 training sessions per week, ~4 hours each in the first month, then only practice and mentoring support)
Toolkit:
media kit, letter templates, call scripts, funnel, CRM, KPI plan
Access to records:
All classes are recorded and available for 6 months.
Support:
Q&A at each training session + mentoring assistance in groups
Format of participation:
Sales/media department managers – complete the full course
Sales managers – participate in selected training sessions
Certificate:
All participants who complete the final tasks will receive a certificate.
Planning meetings:
Weekly planning meeting on Mondays
Mentoring:
Individual mentoring session with each media outlet once a week
Course program
10 practical training sessions that will transform chaotic sales into systematic work with results
1
Block
Fundamentals of media sales
Training 1
✅ For everyoneWhat we sell
Training 2
🟡 For managers onlySales department development
● Developing a product line, advertising packages, media kits
● Exercises on presenting yourself and your team
● Writing effective commercial proposals● How to find the peTarget audience and segmentationrfect manager: profile, criteria, resume examples● Business processes in sales: what streamlines and what slows down● Role map, job responsibilities, onboarding models
2
Block
Who to sell to and how
Training 3
✅ For everyoneTarget audience and segmentation
Training 4
✅ For everyonePreparation for negotiations
● Identifying customer groups and their needs
● Developing offers for small, medium, and large businesses
● Analyzing customer online presence: how it affects sales● Creating a customer base and planning sales
● Segmentation, working with CRM, creating customer cards
● Selecting channels and developing an interaction strategy3
Block
How we sell
Training 5
✅ For everyoneInitial stage of negotiations
Training 6
✅ For everyoneWorking with objections
● Lead generation and sales funnel
● How to make initial contact and identify needs
● Role-playing exercises involving presentations and analysis of responses● Reasons, types, and techniques for overcoming objections
● Building trust and retaining customers
● Closing deals: how not to ruin agreements4
Block
Tools and automation
Training 7
✅ For everyonePractice: what a real sales day looks like
Training 8🟡 For managers only
CRM and telephony in sales
● Creating media strategies for partners
● Promotion, message packaging, case analysis
● Interaction with marketing, increasing average check● ClickUp as CRM: deal tracking, automation, KPI monitoring
● Binotel: calls, analytics, CRM integration
● Building a manager's workday5
Block
Team and management
Training 9
🟡 For managers onlyHow to manage salespeople with different personalities
Training 10
✅ For everyoneQ&A + reflection
● Types of managers (“stars” and “children”): how to motivate them
● KPIs, mentoring models, motivation programs
● Orientation and termination of cooperation● Answers to complex cases from participants' practice
● Reflection and summary of the course
● Preparation of an action plan for each participant
Why we do it
🧩 Problem
The war devastated Ukraine’s media ad market — down 81% in 2022. Despite signs of recovery, most newsrooms still lack trained sales professionals. There’s little to no structured training, and many managers are left figuring it out on their own.
🚀 Opportunity
The global ad market is bouncing back — reaching $933B in 2024, with over 60% in digital. Ukraine’s ad market grew 77% in 2023, and the demand for smart media salespeople is growing fast.
🎯 Solution
This course fills the gap:
✅ Tools, scripts & CRM
✅ Practice & mentorship
✅ Systems for ethical, sustainable sales
✅ Skills to rebuild media revenue — confidently
Let’s turn media into a business again.
Course team
Valeriy Garmash
CEO of the NGO “Maie Sens,” founder of UMBA, consultant on management and monetization
Over 10 years of experience in the media business. Built several sales departments from scratch, automated processes, and set up CRM for teams of 2 to 50 managers. Author of educational programs for media, expert in Lean methodologies and change implementation. Loves clarity, humor, and practice.
Valeriy is a strategist, mentor, and guide from chaos to order.
Taisiya
Garmash
Financial Director of the NGO “Maie Sens,” Head of Sales
Responsible for everything related to numbers, logic, and sales. Built structures for analytics, planning, and financial control in several projects. Negotiates, works with VIP clients, manages sales departments.
In the course, Taisiya is the voice of rationality, process, and depth in sales.
Maria
Kucherenko
UMBA Program Comfort Manager, Facilitator, and Course Coordinator
A person who knows when and how to best help you. Works with course participants, answers all questions, organizes logistics, and supports you at every stage of your training.
Maria is your anchor, always there for you.
Participation packages and cost
Обирай формат, який підходить твоїй команді. Кожен пакет — це не просто доступ до курсу, а інструменти для зростання команди та системи продажів у медіа.
How to take the course
It's simple: register, learn, implement. We accompany you every step of the way.
Step 1. Submit your application
● Select a participation package (Standard / Team / Group)
● Fill out a short form or write to us by email
● Receive confirmation and payment instructions
Step 2. Preparing for the start
● You will receive a welcome letter and class schedule
● You will join the course chat group
● You will complete a short guide on CRM / Zoom / materials
Step 3. Training
● 2 training sessions per week — live sessions on Zoom (with recordings)
● Work in small groups and practical tasks
● Feedback from trainers and mentoring support
Step 4. Result
● Complete the course with a ready-made sales system
● Receive a UMBA certificate
● Get access to all materials and templates
● If necessary, you can get advice after the course
Sales manager in media
What we will cover in this course:
— a two-month course in which experts will reveal everything you need to know about sales in the media;
— two months of daily support from mentors from the management company “Maie Sens,” who will literally take newly hired sales managers by the hand and guide them into the world of clients, scripts, and contract signing;
— Five practical training modules, in which trainers will cover topics such as what the media sells and how, who to sell to, how to sell, and how to use sales tools.
— Study of best practices and analysis of worst practices within case studies, where participants will work with real-life cases.
— lots of networking, additional content, ongoing support, and the opportunity to learn from experts who have long since built successful media businesses.
Thanks to the course, you will:
become a true junior/middle-level salesperson who is ready for today's challenges
You will complete an intensive training program developed by some of the best sales managers in Ukraine.
you will have the opportunity to ask experienced experts, who will be your mentors, any professional questions you may have for two months
work with mentors to create your sales funnels and CRM systems
acquire professional skills that will be useful not only in the future, but also right here and now
Feedback from those who have already launched sales after training
“This course exceeded my expectations. We actually launched a sales department and already have our first deals.”
And what does it look like in numbers?
A shift in attitude toward sales is only the first step for our participants. Two months later, newsrooms are already able to show real results of their work.
175 000
Within two months after the training, the newsroom signed several deals worth over 175,000 UAH. The team notes that their confidence in sales has grown, and conversations with clients have become much more structured. This helped them find common ground with businesses faster and close major contracts.
185
The media outlet managed to attract 185 new clients in a short period. For the team, this became proof that the systematic approach and new tools they learned during the course really work. Now they plan to scale this result and build long-term partnerships.
30%
Compared to the same period in 2024, advertising revenue increased by over 30%. This noticeable growth became possible thanks to more systematic work and a better understanding of client needs. For the first time, the team saw how the sales process can be predictable.
300 000+
In just two months, the newsroom signed new contracts worth 300,000+ UAH. They emphasize that the training helped them overcome barriers in negotiations and feel confident even with large companies. This gave a real push to developing their commercial direction.
FAQ
What is this course about?
It’s a hands-on sales training for media teams. You’ll learn how to sell ads, sponsorships and branded content confidently — even if you’ve never worked in sales before.
Who is this course for?
Media managers, sales reps, editors or anyone who wants to grow revenue through media monetization.
Do I need sales experience?
No. We’ll teach you everything from scratch — how to find clients, present offers, handle objections and close deals.
I’m from a small newsroom — is this course relevant?
Absolutely. This course is designed for independent media with limited resources. Most of our students work in small or mid-size teams.
Is this course only for Ukrainian media?
No. While the course was developed in Ukraine, it’s fully relevant for media across Eastern Europe, the Caucasus and Central Asia. Sales challenges are similar: small markets, limited budgets, lack of structure. The tools, scripts and strategies we teach are universal — and you’ll learn how to adapt them to your context.
Will this really work in our country?
Yes. We’ve worked with media in Moldova, Uzbekistan, Georgia and other countries — and the feedback is clear: these methods work. You’ll get templates and frameworks you can customize to your market, language and media format.
What language is the course in?
The course is delivered in English. We also offer support materials and mentorship in Ukrainian and Russian. If you need extra support in your local language — just let us know, we’re building a network of regional partners.
Who created this course?
The Ukrainian Media Business Academy (UMBA), led by experienced media entrepreneurs and trainers who have helped 100+ independent newsrooms build sustainable revenue — even during war and crisis.
Is this course more about theory or practice?
Definitely practice. You’ll work with real media products, sales scripts, CRM tools, objection handling frameworks and weekly assignments. Many participants close real deals during the course.
Can I use this course to train my sales team?
Absolutely. You can buy multiple seats or request a custom training package for your team. We also offer an onboarding-ready Sales Book you can use for training new hires.
Can I get an invoice for my organization?
Yes. We work with NGOs, private companies and international partners. We can provide invoices, contracts, or MoUs as needed.
Can I pay in local currency or via PayPal/Stripe?
Yes — we support flexible payment options. Just let us know your preferred method.
Is the number of seats limited?
Yes, we work with small groups to ensure quality and personal feedback. Early registration is highly recommended.
If you have any other questions, please contact us — we will respond promptly!
How to register?
• Fill out a short online form (ClickUp Form) or• Send a request to email: ogn.esnes%40ymedaca or call: +380504262624After registration, you will receive a confirmation letter and details on the next steps.