The 9 steps

The 9-step sales coaching conversationPhase 1 Open: frequency and immediacy, open with positivity, remind of the goal. Phase 2 Diagnose: document the issue, ask about causes, propose your ideas. Phase 3 Commit: agree a mutual plan, close with positivity, document the outcome.THE SALES COACHING CONVERSATIONNine steps in three phasesPHASE 1 · Open1Frequency and immediacyCoach soon after the issue2Open with positivitySpecific, recent, true3Remind of the goalTheir success, and yours to helpPHASE 2 · Diagnose4Document the issueQuantity, quality, or tempo5Ask about causesTheir view first6Propose your ideasThen yoursPHASE 3 · Commit7Agree a mutual planOwners, metrics, dates8Close with positivityConfidence and commitment9Document the outcomeSame-day follow-up emailFrequency is the key. Run it every week, and the hard conversations get easier.
The 9-step sales coaching conversation: open, diagnose, commit.
  1. Frequency and immediacy. Coach soon after the observed issue. Do not let it linger.
  2. Open with positivity. A specific, recent, true positive.
  3. Remind of the goal. Their success in this role and beyond, and the company's. Your role is to help.
  4. Document the issue. Quantity, quality, or tempo. One metric from reporting, and its downstream consequence.
  5. Ask about causes. Where do they think it comes from? How can you help?
  6. Propose your ideas. Your view, after theirs.
  7. Agree a mutual plan. Actions, owners, driver metrics, time frame, check-in tempo.
  8. Close with positivity. Confidence, commitment, one more positive.
  9. Document the outcome. Same-day follow-up email.

SDR leaders coach to pipeline generated

Pipeline Generated = Pipeline Value × Opps AcceptedOpps Accepted = Opp Acceptance Rate × Opps SubmittedOpps Submitted = (Accounts Engaged × Contacts per Account × Response Rates) × Conversion
SDR pipeline metrics treePipeline generated breaks into pipeline value and opps accepted. Opps accepted breaks into opp acceptance rate and opps submitted. Each part has driver metrics grouped as pipeline value, targeting quality, prospecting quantity, and prospecting quality.SDR FRONTLINE LEADERSDR pipeline metrics treePipelineGeneratedPipeline ValueOpps AcceptedOpp AcceptanceRateOpps SubmittedVALUEPipeline valueWin rate on sourced oppsASP on sourced oppsQUALITY: TARGETINGRight accounts, right peopleContacts per accountContact seniorityAccount quality and typeQUANTITYProspecting activityAccounts engagedContacts engagedCallsConnectsTalk timeEmailsInMailsSocial touchesPersonalized videosTextsResponsesMeetings createdQUALITY: CONVERSIONHow well activity convertsCall connect rateEmail response rateOpps per connectMessaging qualityContacts per accountTouches per accountTouches per contactTime between touchesPipeline Generated = Pipeline Value × Opps AcceptedOpps Accepted = Opp Acceptance Rate × Opps SubmittedOpps Submitted = (Accounts Engaged × Contacts per Account × Response Rates) × Conversion
The SDR pipeline metrics tree: pipeline generated and the drivers behind it.

Full guide: The SDR Leader 1:1

AE leaders coach to bookings

Bookings = (Wins × Average Sales Price) / Average Deal CycleWins = Win Rate × Attempts
AE revenue metrics treeBookings breaks into wins, average sales price, and average deal cycle. Wins break into win rate and attempts. Driver metrics are grouped as quality of execution, quantity, deal quality, and tempo. Pipeline feeds attempts and average sales price.AE FRONTLINE LEADERAE revenue metrics treeBookingsWinsAverage SalesPricefed by pipelineAverage DealCycleWin RateAttemptsfed by pipelineQUALITY: EXECUTIONWin rate driversMeetings per oppContacts per accountTime between touchesFollow-up meeting ratioOpp conversionOpp progressionsUntouched oppsEmail engagement rateQUANTITYAttempts driversTotal opps engagedNew oppsMeetingsQUALITY: DEALAverage sales price driversContacts per accountAverage opp sizeBookings per meetingAccount typesDiscountingTEMPODeal cycle driversAverage opp ageAverage time in stageOpp progressionsStuck oppsFollow-up meeting ratioTime between touchesBookings = (Wins × Average Sales Price) / Average Deal CycleWins = Win Rate × Attempts
The AE revenue metrics tree: bookings and the drivers behind it.

Full guide: The AE Leader 1:1

Quantity, quality, or tempo

Quantity, quality, or tempo diagnosticAsk three questions in order. Is the volume there? If no, it is a quantity issue. Is the volume converting? If no, it is a quality issue. Is it moving? If no, it is a tempo issue. Each column lists SDR and AE signals.STEP 4: DOCUMENT THE ISSUEQuantity, quality, or tempo? Ask in order.QUESTION 1Is the volume there?yesnoQuantity issueCoach time, focus, and rhythmSDR SIGNALSAccounts engaged, calls, emails, connects,meetings createdAE SIGNALSTotal opps engaged, new opps, meetingsQUESTION 2Is the volume converting?yesnoQuality issueCoach skill: messaging, discovery, targetingSDR SIGNALSConnect rate, response rate, opps perconnect, acceptance rateAE SIGNALSWin rate, meetings per opp, opp size,discountingQUESTION 3Is it moving?noTempo issueCoach next steps, mutual plans, follow-upSDR SIGNALSTime between touches, touches per account andcontactAE SIGNALSOpp age, time in stage, stuck oppsEach category hides the next: low volume leaves too little data to judge conversion, and poor conversion looks like slow deals.
Quantity, quality, or tempo: three questions, asked in order.

Full guide: Quantity, Quality, or Tempo

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