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
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