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The state of sales coaching right now
The Problem With Sales Coaching
Everyone knows coaching moves the needle. Ask any sales leader and they'll tell you it's one of the highest-impact things they can do for their team.
Think about who actually got coached on your team last month. The new starter, because they needed it. The rep having a bad quarter, because it was urgent. Whoever happened to catch you in a good week.
Your tenured reps got nothing. They ask the hardest questions and get the least attention, because nothing about them was on fire. They're also the people you'd struggle most to replace.
That's not a belief problem. Everyone already believes in coaching. It's what happens when coaching only exists in the gaps between putting out fires.
Sales Team Coaching
The key aspects of effective Sales Coaching
Why does coaching need to be consistent?
Most teams coach monthly, and monthly is the cadence that changes behaviour the least.
Weekly or fortnightly is where behaviour actually moves. Which is exactly why so few teams have managed it.
A manager with eight reps and a forecast to land does not have eight hours a week, and coaching is the first thing off the calendar when the quarter gets tight.
Who should be doing the coaching?
Managers sometimes feel like they are the only person who can coach their team. They know the deal, the account, the politics, and they own the number.
But think back to when you carried a . There were things you didn't say to your manager, because your manager decided your territory, your comp and whether you got promoted. That isn't a criticism of anyone. It's structural, and no amount of coaching training changes it.
Then there's range. A manager coaches from one career. An SDR eight months in and an enterprise AE closing seven figures need different people in front of them. Teams that run coaching well run it from two places: the manager on the deal, an expert on the rep.
Ensure coaching moments aren't missed
A rep takes a pricing objection on the Tuesday and handles it badly. The coaching happens in the 1:1 three weeks later, if it comes up at all. By then they've repeated that mistake multiple times, across different deals.
Sometimes the rep gets coached retrospectively, which is a post-mortem — useful, much weaker. Or it passes unnoticed, which is what happens to most of them.
When the moment gets coached while it's live, the rep changes what they do on the next call.
Nobody misses those moments through carelessness. They're missed because spotting them across a whole team is a full-time job that nobody has.
The best coaching is visible
Ask a sales leader if their team is getting coached and you'll get a belief. Ask how many reps had a coaching conversation in the last 30 days and the room goes quiet.
Everything else in a sales org is instrumented. Pipeline, activity, conversion, forecast accuracy — all of it has a dashboard and an owner. Coaching is the one thing that's meant to move all of those numbers and it leaves no trace. It happens inside a 1:1 with no record. It doesn't happen, and there's equally no record. From where you sit, those look identical.
So leaders end up managing it on proxies. Did the sessions get booked. Did people say nice things afterwards. Is the rep who was struggling still struggling. None of that tells you whether the team is actually being coached, which means the first real signal is usually somebody good handing in their notice.
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01
Consistent
Why does coaching need to be consistent?
Most teams coach monthly, and monthly is the cadence that changes behaviour the least.
Weekly or fortnightly is where behaviour actually moves. Which is exactly why so few teams have managed it.
A manager with eight reps and a forecast to land does not have eight hours a week, and coaching is the first thing off the calendar when the quarter gets tight.
02
Expert
Who should be doing the coaching?
Managers sometimes feel like they are the only person who can coach their team. They know the deal, the account, the politics, and they own the number.
But think back to when you carried a . There were things you didn't say to your manager, because your manager decided your territory, your comp and whether you got promoted. That isn't a criticism of anyone. It's structural, and no amount of coaching training changes it.
Then there's range. A manager coaches from one career. An SDR eight months in and an enterprise AE closing seven figures need different people in front of them. Teams that run coaching well run it from two places: the manager on the deal, an expert on the rep.
03
In The Moment
Ensure coaching moments aren't missed
A rep takes a pricing objection on the Tuesday and handles it badly. The coaching happens in the 1:1 three weeks later, if it comes up at all. By then they've repeated that mistake multiple times, across different deals.
Sometimes the rep gets coached retrospectively, which is a post-mortem — useful, much weaker. Or it passes unnoticed, which is what happens to most of them.
When the moment gets coached while it's live, the rep changes what they do on the next call.
Nobody misses those moments through carelessness. They're missed because spotting them across a whole team is a full-time job that nobody has.
04
Visible
The best coaching is visible
Ask a sales leader if their team is getting coached and you'll get a belief. Ask how many reps had a coaching conversation in the last 30 days and the room goes quiet.
Everything else in a sales org is instrumented. Pipeline, activity, conversion, forecast accuracy — all of it has a dashboard and an owner. Coaching is the one thing that's meant to move all of those numbers and it leaves no trace. It happens inside a 1:1 with no record. It doesn't happen, and there's equally no record. From where you sit, those look identical.
So leaders end up managing it on proxies. Did the sessions get booked. Did people say nice things afterwards. Is the rep who was struggling still struggling. None of that tells you whether the team is actually being coached, which means the first real signal is usually somebody good handing in their notice.
You've tried to fix it. Here's why it hasn't worked:
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Sales Training
The promise: Equip your team with the skills they need
The reality
One size fits no one. Knowledge doesn't change behaviour. Forgotten within a week.
Coaching & Enablement Tools
The promise: Data to help managers coach better
The reality
Dashboards pile up. Managers don't have time to act on the data. Insights sit unused and nothing changes.
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AI Sales Coaching
The promise: Always-on coaching at scale
The reality
Surface-level tips and call feedback that miss the real mindset and behaviour gaps behind performance. You've been left underwhelmed.
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Manager Coaching
The promise: Managers as coaches
The reality
They're stretched thin, focused on deals over performance, and were never trained to coach well.
The solution
Coaching that reaches every rep, not just the ones who ask.
MySalesCoach is The Sales Coaching Operating System™ that runs coaching for your whole team, every week.
We blend consistent, expert, in-the-moment support, without any of it depending on managers finding the time. That's the shift: coaching stops being something that happens if there's time, and becomes something that just happens.
How Sales Team Coaching Works at MySalesCoach
The Sales Coaching Operating System™
The data underneath
It starts with the largest dataset of real sales coaching conversations anywhere.
A growth plan built for every rep
Fuelled by a market leading sales competency diagnostic and your business objectives.
AI That Knows When
MySalesCoach AI is trained on our rich dataset of thousands of anonymised coaching sessions, and proactively delivers high quality coaching with regular frequency.
Experts Who Know How
It points your team towards booking 1:1 coaching, live tactical group sessions and delivers highly relevant video clips and coaching conversations when your rep most needs it.
Amplify Your Internal Coaching
Finally unlock coaching from your own internal resources and subject matter experts.
Only The Best Sales Coaches
80+ carefully curated experts - a roster of diverse expertise, personally matched to your team.
01
Data
The data underneath
It starts with the largest dataset of real sales coaching conversations anywhere.
02
Growth Plan
A growth plan built for every rep
Fuelled by a market leading sales competency diagnostic and your business objectives.
03
Intelligence
AI That Knows When
MySalesCoach AI is trained on our rich dataset of thousands of anonymised coaching sessions, and proactively delivers high quality coaching with regular frequency.
04
Human Expertise
Experts Who Know How
It points your team towards booking 1:1 coaching, live tactical group sessions and delivers highly relevant video clips and coaching conversations when your rep most needs it.
05
Internal Coaching
Amplify Your Internal Coaching
Finally unlock coaching from your own internal resources and subject matter experts.
06
Sales Coaches
Only The Best Sales Coaches
80+ carefully curated experts - a roster of diverse expertise, personally matched to your team.
It’s rare to find a partner that delivers on every front. MySalesCoach does.
From the onboarding to the coaching sessions, everything just clicks.
My team get tailored advice from their coaches who keep them accountable and genuinely elevate our performance. MySalesCoach adds a real edge to our team.
John Mason
Head of Business Development SME
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Built For Your Entire Sales Organisation.
Every role wins with the sales coaching operating system - see how it works for your team.
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CROs
Full visibility, right up to the number. See how coaching is changing rep behaviour, and which of those changes are actually driving revenue
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Revenue Enablement
Reinforce the methodologies and best practices you've rolled out, day after day, not just in the training room. See what's sticking across every manager and rep, and where it's not.
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Sales Managers
You're coached here too, not just your reps. AI connects you to the right expert at the right moment for your own growth, and gives you visibility into how your team is developing alongside you.
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Sales Reps
Personalised coaching in the flow of work, from an AI agent that catches the moment, group sessions that build the skill, and human coaches who know your development areas and where you're headed.
Learn more