Research Brief: Supporting Sales Coaching

4 December 2015


Although sales coaching’s importance and impact is widely acknowledged, coaching initiatives remain poorly supported in most sales organizations. Time and resource intensive, management’s coaching focus is too easily diminished by competing priorities, inconsistent practice, and ineffective delivery. Organizations’ efforts to support coaching are therefore essential to maintaining managers’ coaching focus, and in our view offer a significant determinant of return on coaching effort.

This study researches how business-to-business sales organizations support coaching initiatives. The research identifies current coaching practices, clarifies which support initiatives are important to coaching program effectiveness, and determines coaching support gaps apparent in current approaches. The research also attempts to quantify the return on various coaching support investments made by respondent firms.

An initial review of findings was also featured in a webcast, which may be viewed here:

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