coaching culture creating a · sales enablement & training manager, zoominfo/discoverorg chris...
TRANSCRIPT
How to incorporate a “right sized” coaching curriculum
Creating a Coaching Culture
Learnings from 10M+ Calls from World-Class Companies
Chorus Sales Enablement Society
JOE CAPRIOVP Sales, Chorus.aiSales Training and Readiness, InsightSquared
Speaker Bio
Passionate about building companies, scaling sales, and developing people.
Chorus Listening Tour
JAKE RENIHead of Sales, Academy
Adobe
REBECCA MARCOTTE
Sales Enablement Manager, Adroll
HILARY HEADLEEHead of Sales Ops & Enablement, Zoom
JERRY PHARRHead of Sales, Readiness
Outreach
EVAN ROBINSONSales Productivity,
DataRobot
DAVID ZWERINSales Ops,TripActions
CHARLIE BESECKERHead of Global Enablement,
Qualtrics
LAUREN PENNEYSales Enablement & Training Manager,
ZoomInfo/DiscoverOrg
CHRIS BEALCEO, ConnectAndSell
MATT LUBBERSPartnerships, Lessonly
THE SUCCESS PARADOX
MATURITY MODEL - A COACHING FRAMEWORK
COACHING CORNERSTONES
Agenda
Introducing the Success Paradox
The more successful you are, the worse your team gets. As long as you succeed, your goals go up. To meet demand, you hire. As you hire, you continue to build a team of less and less experienced salespeople. You end up with >50% of your team having <1yr of experience in their current role. It’s rookies teaching rookies!
The Success Paradox
The Success Paradox
You still rely on your top10% reps to drive 80% revenue
New reps take a long timeto start producing
The average manager says they coach 6 hours a week, the average rep says they get coached less than an hour a month.
Managers don’t have timefor structured coaching
The Coaching Gap
The Success Paradox
T
Coaching, by The Numbers
The Success Paradox
Are you the coach you think you are?
SOURCE SURVEY CONDUCTED AT A FORTUNE 500 COMPANY BY SCOTT EDINGER
Coaching, by The Numbers
The Success Paradox
REPS WILL LEAVE AN ORGANIZATION IF THEIR
MANAGER IS A POOR COACH
MANAGERS SPEND UNDER 30 MINS EACH WEEK COACHING REPS
HIGHER REVENUE GROWTH WHEN YOU INVEST IN SALES
COACHING
60% 47%
17%
SOURCE ZENGER FOLKMAN SOURCE BRAINSHARK SOURCE SALES MANAGEMENT ASSOCIATION
Coaching Challenges
The Success Paradox
We don’t even know what to coach!
Managers can’t find the time.
We’re too busy to find time for this.
I’m on back to back calls all day long.
Reps don’t want to be micromanaged.
I thought the sales trainer was supposed to cover this!
Coaching Maturity Model
Maturity Model - A Coaching Framework
Coaching Maturity Model
Maturity Model - A Coaching Framework
EARLY
AD HOCVP Sales led
LECTURE AND 1:1
Priorities
- Pitch- Discovery- Competition- Pricing
GROWTH
STRUCTUREDVP and Sales Mg led
LECTURE, MOCK CALL, 1:1
Priorities
- A/B Tested Pitch- Discovery Paths- Competitive Battlecards- Pricing and Negotiation- Product Lines and Verticals
MATURE
COACHING CULTURESales Enablement Owner
LMS, FILM REVIEW, PDPS
Priorities
- Onboarding Programs- Ongoing Curriculum- Accreditation- Training > Behavior Change > Results- Metrics Driven
Coaching Culture - Front Line Management
Coaching Culture - The Cornerstones
- Ensure reps are progressing deals appropriately
-Inspect for actionable advice during 1:1
- Coaching is a team sport.
- Front line managers must be aware and supportive of company coaching initiatives
- Managers coach the deal, but not the rep.
- Structured coaching programs, tailored to the individual are vital.
- Tailor your coaching to the rep’s individual needs
-Progress reps through a topic’s full curriculum
Deal Inspection Skill Development
1:1s Personal Coaching Plans
Sean MarshallVP Worldwide Sales, Klaviyo
I want a consistent selling motion across all my reps. I need managers inspecting with intent.
Deal Inspection
Coaching Culture - The Cornerstones
KEY TOPICS FORMAT SHORT CUTS
Skill Development
- Peer Reviews
- Create a 12mo calendar and assign ownership • 10% of what you hear, 20% of what you read, 50% of what you teach
Managers love to coach the deal. Coaching the skill.. Not so much.
Peter ChunVice President Sales,Lucidchart
- LMS- Film Review- Lecture- Roleplay- Call shadows
- Source from Company OKRs • New methodology • New product launches
- Source from team needs • Survey reps and managers
Coaching Culture - The Cornerstones
1:1s
- Map the conversation you want your managers and reps to have
- Earmark specific time for coaching
- Provide guidance on the topic and content to coachThe sales manager is
accountable for the results of their team - Therefore, they own training, if not delivering it.
MATT CAMERONSales Productivity Partner, Venture Backed Firms & Founder, SaaSy Sales Management Training
SHORT CUTS
Coaching Culture - The Cornerstones
Link to Coaching Asset
Personalized Coaching Plans
- Reps self-select focus skill
- Managers and reps build a monthly cadence
- Clear expectation, measurable improvement
Changing sales reps behaviors is not about a training. Training is one part of the puzzle, together with manager coaching, content, and accreditation to confirm that reps are actually changing their behavior.
MISHA McPHERSONSales Whisperer, Sales Enablement. Scaling sales,day in and day out.
HIGHLIGHTS
Coaching Culture - The Cornerstones
Contact Me For a Coaching Care Package:
Guide ToOnboarding
Guide ToFilm Review
1:1 CoachesGuide
Samples AccreditationScorecard
ONBOARDING ONGOING
1:1 ACCREDITATION
Coaching Culture - The Cornerstones
GET THE REPORT
GO TO chorus.ai/state-of-conversation-intelligence
to get the report
Recorded sales calls
Companies represented
Sales cycle stages analyzed
5m+
300+
5
Customize our findings to access sales performance benchmark data most relevant for your team
