What Every CRO Needs to Know About Coaching

Managers of sales teams face a monumental challenge: effectively leading a team while also preparing that team to drive revenue gains. Many sales managers focus heavily on concrete quantitative measures, and while setting KPIs is certainly important, it is far from the complete picture when it comes to successfully managing a sales team. A robust sales management strategy recognizes not only the importance of hitting targets but also the on-the-job engagement and growth of sales employees on the team. Chief Revenue Officers are essential to guiding sales managers in following these practices and cultivating a coaching culture.

Develop a Growth Mindset Through Coaching

Effective managers foster employee development while also working towards goals that further organizational success. In sales, this means acknowledging that the performance metrics employees achieve in their initial months or even their first year can experience significant growth as they refine their skills. In fact, it can often be a more worthwhile investment to allocate resources for developing high-potential sales representatives than to admonish them for not hitting targets early on. CROs can encourage sales managers to support this process and foster skills growth by offering regular coaching and mentoring.

Effective Coaching Practices for Sales Teams:

Offering Personalized Guidance: Successful sales coaching is customized to match the strengths and weaknesses of each sales representative. Ensure that sales team managers are pausing to take note of where each person is struggling or exceeding expectations, and everyone’s individual career growth goals. Then, they should develop personalized learning plans for success and offer support where needed.

Providing Real-Time Feedback: Rather than providing feedback on a staggered basis, such as during quarterly reviews, continuous coaching is more effective. It allows employees to learn by addressing issues in real-time and fosters a culture that values learning and employee development.

Encouraging Knowledge-Sharing: Managers aren’t the only ones with coaching potential. On every sales team, each representative will offer unique strengths to share with their peers. Sales managers should ensure that knowledge-sharing is embedded as a key facet of their team culture.

Measuring Progress: Managers should align with each team member to identify achievable goals that bolster both the employee’s professional development and the organization's objectives. Monitoring progress enables sales representatives to visualize their advancement clearly and work towards realistic goals.

CLN’s inaugural Chief Revenue Officer Exchange will unite CROs to focus on key topics, including best practices for coaching sales teams. Join us from November 16-18 in Miami, FL, to share ideas, network, and pave the way forward with top sales executives.