Every April, The Masters reminds us what greatness under pressure looks like. Precision. Strategy. Trust. And while not every Radio Market Manager walks the fairways of Augusta, the same principles apply – especially when revenue’s tight and expectations are high.
If you’re leading a cluster in 2025, think of yourself not as the golfer but as the caddy – the one walking the course with your team, helping them read the wind, stay focused, and see themselves in the Green Jacket.
Here’s how that mindset makes all the difference:
1. Course Management = Leadership Strategy
The best caddies don’t tell players what to do – they help them see the course more clearly. That’s your job. Read the market. Guide your team through shifting formats, budgets, and buyer behavior. Great leaders give their teams the confidence to swing freely, knowing they can trust your guidance.
2. Your Team = The Players
Your salespeople are the tip of the spear. They’re the ones face-to-face with clients, battling budgets, objections, and market noise. Support them relentlessly with clear goals, good data, fast approvals, and real recognition. Then, wrap that same mindset around your programmers, on-air talent, and ops staff. You’re not swinging the club – they are. Your job is to make every shot easier and every success repeatable.
3. Expect Tough Lies
Even legends hit into the trees. Your market will, too – economic dips, attrition, lost accounts. Stay steady. Adjust your approach. Reinforce the fundamentals. You don’t need heroics; you need belief, adaptability, and execution.
4. The Roar = Real-World Impact
That famous roar at 16? That’s what it sounds like when a campaign clicks, a local client renews, or your team sells an integrated package that moves the needle. Celebrate those moments. They’re your cluster’s leaderboard highlights.
As Market Managers, we aren’t here to swing the club – we’re here to make sure the team delivers its best round, day after day.
Lead like a caddy.
Drive revenue with intent.
And always play to win.
Shaun Malzard, Account Director, MediaWorks, Canterbury, NZ
“Dave ... you have a ground swell of fans building in New Zealand - our Sales Manager often quotes you in our sales meetings – Thank you for the Inspiration.”