Sales Coaching Technology:

What You Need to Know and Why

Tips for the webinar

Training Industry

Today’s Presenters

Jenn HaskellSenior Director, Sales Enablement

Jim NinivaggiSVP of Business Development

@Jninivaggi

• The state of sales coaching and why it’s so

important

• Where are you in the Coaching Maturity Map?

• How video coaching technology works

• How to better leverage coaching technology

using the Video Coaching Model

• Video coaching best practices for success

Agenda

74% of leading executives say “coaching and mentoring” is a sales

managers’ most important role. Yet…

Only 15% of sales leaders believe they have enough coaching in place.

This is important because…

Companies with dynamic coaching programs achieve:

• 28% higher win rates

• 10% higher quota attainmentquota attainment

The State of Sales Coaching

Why Coaching Is So Important for Salespeople

Sales Training Is DIFFERENT

After sales onboarding is complete: 1/3 of

reps still lack proficiency in up to a

dozen key selling skills [Sales

Management Association]

For sales, it’s not about completing

training; it’s about MASTERING it.

Training

+

Coaching

=

MASTERY

Random Acts of Coaching

Event-based Coaching

Coaching Culture

• Ad Hoc

• Managers’ discretion and skill

• NO expectation, hiring, accountability

• Desired rep behavior/skills defined

• Coaching plan in place

• Coaching is part of manager job description

• Driven by events: onboarding, new product launch, etc.

• Desired rep behavior/skills defined

• Coaching is part of manager comp plan/MBOs

• Peer coaching facilitated

• Coaching is part of the day-to-day cadence and in the DNA of the sales force

Sales Coaching Maturity Map

1. No Coaching At All

2. Random Acts of Coaching

3. Event-Based Coaching

4. Coaching Culture

Polling Question: Where Would You Place Your Company on the Sales Coaching Maturity Map?

How Video Coaching Technology Works

Manager sends a coaching

request to a rep or team of reps

Rep responds to request by

recording themselves or

via screen capture

Manager (and/or others) review, assess

and provide feedback

Best examples are turned into

learning content and available on

demand learning

VS

Formal vs. Informal Video Coaching

Formal

Informal

Individual Team

• Onboarding

• Individual mastery

development

• Leadership development

• One-on-one coaching

• Additional development

• Rep-requested coaching

• Buyer meeting preparation

• Onboarding

• Product launches

• New methodology

• Certification

• eLearning & workshop post-

assessment

• Capture & share tribal knowledge

• Identify best practices

• Tips and techniques from the field

• Regional meeting prep (pre/post)

Peer LearningJust-in-Time Learning

Individual Mastery Organizational Mastery

Video Coaching Model

• We do, and we are getting good adoption.

• We do, but adoption has been less than expected.

• We don’t, but are actively looking at video coaching solutions.

• We don’t, and have no immediate plans to start.

Polling Question: Does Your Company Use Video Coaching

• Cadence: Weekly to bi-weekly

• Quick challenges, submission should be 30

seconds to five minutes

• Solves the problem around reps “not sharing”

• No scoring

• Everyone is on “leaderboard”

• Capture best of the best and convert to learning

content

• Need to add text, tags, measure, monitor

Peer Learning

Drive performance by capturing & sharing

tribal knowledge

• Cadence: Weekly

• Use for “in the moment” coaching

• No scoring

• Prepping for a meeting, presentation

• Conversation starting for in-field coaching

• Capture of peer-2-peer learning

Just-in-Time Learning1:1 coaching that creates peer-to-peer

learning content

• Cadence: Once per quarter

• Clear instructions

• Clear on assessment

• Limit reviewers to five or under

• In some cases, feedback should be live

• Product launches, new sales methodology, sales kickoffs

• Practice makes perfect

Core competencies that must be mastered by the

entire sales force

Organizational Mastery

• Cadence: Weekly during onboarding, ongoing

as needed

• Limit reviewers to under three

• Some feedback should be live

• Manager augments in-person coaching

Individual MasteryContinuous coaching and assessment focused

on the ongoing development of individual reps

• Have sales leaders review and assess a sales

managers’ video

• Provide similar feedback to strengthen the

manager’s ability to coach his/her team

• This process ensures feedback from managers to

reps is clear and consistent

“Coach the Coaches” Using VideoIt’s not just about the reps! Sales managers

need coaching too.

Machine Scoring AnalysisPerformance analysis informed by AI

• Emotional analysis interprets body language

and emotions and the potential impact - positive

or negative - on audience interpretation.

• Sentiment & verbal analysis verifies key

messages are delivered during the pitch and

pinpoints whether a rep is communicating

appropriately for a high-level sales pitch or

detailed technical presentation.

• Transcript navigator provides coaches with the

words used by the rep and enables viewers to

jump to the relevant place in the video timeline

to take a closer look.

Transcript Navigator

Verbal Analysis

Comprehension Level

(for general public)Most Frequent Words

Scale:- Easy (80-100) (ideal for a high-level sales pitch)- Moderate (50-79)- Challenging (30-49)- Demanding (0-29) (ideal for a detailed technical presentation)

Moderate

Audience Perception

Trust Modesty Sympathy Intellect Assertiveness Cheerfulness

Visual Analysis

Visual Cues (Positive / Negative) Positive

Negative

Review Summary Performance AnalysisReview Summary Performance Analysis

• Understand where you are in the Coaching Maturity

Map with your sales team

• Coaching culture starts at the top

• Video coaching technology can be used to jump-

start your path to a coaching culture

• Leverage the Video Coaching Model to maximize

coaching ROI

• A coaching tool alone isn’t enough. Train and certify

your manager for coaching!

Key Takeaways

Q&A

What other questions do you have?

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