How to assess sales coaching maturity and why it matters

Whenever I address the topic of sales coaching in conversations with sales leaders, at events, and in workshops, people are highly interested. At the same time, many of them initially assume “of course, this is what we are already doing.” Upon hearing a few more insights on what sales coaching actually is and what it isn’t, and what effective sales coaching approaches look like compared to those that don’t lead to the expected performance wins, people usually respond differently: “OK, this is what we think we are doing, but in fact, we are not doing it as we should.” And then, we are in a conversation, open to discussing how to get to more effective sales coaching. And that’s the starting point for a fruitful conversation.
A few weeks ago, I shared the data from our 2017 Sales Enablement Optimization Study on the business impact sales coaching can create if it