What You'll learn: - Purposeful practice: What it means and actionable tactics you can put into play - The sales coaching gap and understanding if you're suffering from it - The most common coaching challenges sales team face today and how to overcome them

1. Driving a Kick-Ass Coaching
Culture
Dispelling Myths & Adopting Best Practices
SALES HACKER WEBINAR
@saleshacker

2. Hosted by:
JOE CAPRIO
VP of Sales
Chorus.ai
SCOTT BARKER
Head of Partnerships
Sales Hacker
MATT LUBBERS
Director of Partnerships
Lessonly

3. Featured Guest:
CHUCK MARCOUILLER
Sr Director Sales Enablement
Reflektive

4. Best Practices on Training and the Value of Practice Rounds
with Matt
Creating a Coaching Culture and Engaging with Frontline Managers
with Joe
1 + 1 = 3 Story: How to Combine the Power of Chorus & Lessonly
with Chuck
Agenda
1
2
3

6. “We help people
do better work so they
can live better lives.
— Lessonly Mission

7. Continuous training and practice is
no longer an option. It’s a necessity.

8. New World
● 5-10 minute lessons that keep reps updated.
● Content that’s helpful & engaging, rather than
dry & dull.
● Practice common scenarios and get feedback.
Old World
● Training is slow and in-person.
● Struggle to keep anything up-to-date.
● Rely on questions, shadowing and
periodic events to reset.

9. Drag-and-drop to add text, images,
videos, documents, quiz questions,
practice scenarios, and more.
Create Quickly

10. We put learners first. Our simple,
intuitive, mobile-friendly experience
lets teams train anytime, anywhere.
Learn & Practice Anywhere

11. Integrate training into everyday tools
like Salesforce, Slack and Zendesk.
Simplify Workflows

12. The Lessonly Way: Do Better Work

13. The Lessonly Way: Do Better Work

14. Assess Build
Perform Learn
Plan
Practice
TRAINING METHOD

16. 20 to 25
Hours per Week

17. 10,000 Hours
Expert

18. 10,000 Hours
Expert
20 Hours
Pretty Good

19. We can’t expect performance
without practice.

20. Why do we treat
skill development differently
in business?

21. Rehearse pitches and customer
interactions on video.
WebCam Practice

22. Capture all or part of a screen, along
with audio, to refine product or
presentation walkthroughs
Screen Recording

23. Draft or reply to mock emails from
customers or prospects to practice
email interactions.
Email Composition

24. We can’t expect performance
without practice.

25. Joe Caprio
VP of Sales
Chorus.ai

26. THE SUCCESS PARADOX
MATURITY MODEL - A COACHING
FRAMEWORK
COACHING CORNERSTONES
Agenda

27. Introducing the Success Paradox
The more successful you are, the worse your team gets.
As long as you succeed, your goals go up. To meet
demand, you hire. As you hire, you continue to build a
team of less and less experienced salespeople. You end
up with >50% of your team having <1yr of experience
in their current role. It’s rookies teaching rookies!
The Success Paradox
The Success Paradox

28. You still rely on your top
10% reps to drive 80% revenue
New reps take a long time
to start producing
The average manager says they coach 6 hours
a week, the average rep says they get
coached less than an hour a month.
Managers don’t have time
for structured coaching
The Coaching Gap
The Success Paradox

29. Coaching, by The Numbers
The Success Paradox
Are you the coach you think you are?
SOURCE SURVEY CONDUCTED AT A FORTUNE 500 COMPANY BY SCOTT EDINGER

30. Coaching, by The Numbers
The Success Paradox
REPS WILL LEAVE AN
ORGANIZATION IF THEIR
MANAGER IS A POOR COACH
MANAGERS SPEND
UNDER 30 MINS EACH
WEEK COACHING REPS
HIGHER REVENUE GROWTH WHEN
YOU INVEST IN SALES COACHING
60% 47%
17%
SOURCE ZENGER FOLKMAN SOURCE BRAINSHARK SOURCE SALES MANAGEMENT ASSOCIATION

31. Coaching Challenges
The Success Paradox
We don’t even know
what to coach!
Managers can’t
find the time.
We’re too busy to
find time for this.
I’m on back to back
calls all day long.
Reps don’t want to
be micromanaged.
I thought the sales trainer
was supposed to cover this!

32. Coaching Maturity Model
Maturity Model - A Coaching Framework

33. Coaching Maturity Model
Maturity Model - A Coaching Framework
EARLY
AD HOC
VP Sales led
LECTURE AND 1:1
Priorities
- Pitch
- Discovery
- Competition
- Pricing
GROWTH
STRUCTURED
VP and Sales Mg led
LECTURE, MOCK CALL, 1:1
Priorities
- A/B Tested Pitch
- Discovery Paths
- Competitive Battlecards
- Pricing and Negotiation
- Product Lines and Verticals
MATURE
COACHING CULTURE
Sales Enablement Owner
LMS, FILM REVIEW, PDPS
Priorities
- Onboarding Programs
- Ongoing Curriculum
- Accreditation
- Training > Behavior Change > Results
- Metrics Driven

34. Coaching Culture - The Cornerstones
Coaching Culture - The Cornerstones
- Best in class companies are
curating an onboarding program
that spans 3-8 weeks.
- Coaching can’t live in your
first 90 days.
- Best practices are to align on
a 12 mo calendar of initiatives.
- Managers coach the deal, but
not the rep.
- Structured coaching programs,
tailored to the individual are vital.
- Ensuring attendance is step 1.
- Ensuring consumption and
adoption is the real test.
ONBOARDING ONGOING
1:1s ACCREDITATION

35. Sean Marshall
VP Worldwide Sales,
Klaviyo
I want a consistent selling motion across
all my reps. I need managers inspecting
with intent.
Deal Inspection
Coaching Culture - The Cornerstones

36. KEY TOPICS FORMAT KEYS TO SUCCESS
Skill Development
- Schedule and enforce regular training
- Create a 12mo calendar and assign ownership
• 10% of what you hear, 20% of what you read,
50% of what you teach
Managers love to coach the deal. Coaching
the skill.. Not so much.
Peter Chun
Vice President Sales,
Lucidchart
- LMS
- Film Review
- Lecture
- Roleplay
- Call shadows
- Source from Company OKRs
• New methodology
• New product launches
- Source from team needs
• Survey reps and managers
Coaching Culture - The Cornerstones

37. 1:1s
- Map the conversation you want
your managers and reps to have
- Earmark specific time for coaching
- Provide guidance on the topic and
content to coach
The sales manager is
accountable for the results of
their team - Therefore, they
own training, if not delivering it.
MATT CAMERON
Sales Productivity Partner,
Venture Backed Firms &
Founder, SaaSy Sales
Management Training
SHORT CUTS
Coaching Culture - The Cornerstones
Link to Coaching Asset

38. Personalized Coaching Plans
- Reps self-select focus skill
- Managers and reps build a monthly cadence
- Clear expectation, measurable improvement
Changing sales reps behaviors is not about a
training. Training is one part of the puzzle,
together with manager coaching, content, and
accreditation to confirm that reps are actually
changing their behavior.
MISHA McPHERSON
Sales Whisperer, Sales
Enablement. Scaling sales,
day in and day out.
HIGHLIGHTS
Coaching Culture - The Cornerstones

39. CHUCK
MARCOUILLER
Sr Director Sales Enablement

40. “The OKR Company”
Our mission is to help
employees and managers
work better together

41. Changes in Reflektive
REVISED PRODUCT OFFERING
WITH NEW PITCH
NEW MANAGERS IN
DISTRIBUTED OFFICES
HIRING PLANS

42. Combine the Power of
Practice and Inspection
for a Turbocharged
Outcome
Augment with Real
Clips and Inspect
Actual Calls
Structure Your Training
and Enforce Practice
1 + 1 = 3

43. PROGRAM
OVERVIEW
Lessonly Path
for Discovery
Best Practices
Smart
Playlists
in Chorus
Practice
Scenario in
Lessonly
Score a Real Call
in Chorus
If you test out... If you don’t...
You start the
Path again
You’re
done!

44. Lessonly Path Builder
- Shorter is Better
- Use Quizzes for “Hard Knowledge”
- Use Practice Scenarios for “Soft Knowledge”
BEST PRACTICES
- Be brief. Be brilliant. Be gone.
- Introduce what you’re teaching
- “The Why” it’s important
CONTENT TO INCLUDE

45. Create a
Smart Playlist

46. Practice Scenarios
Calls, emails, screen shares, etc.
Make them feel real!
Set Feedback Criteria

47. Coaching with Scorecards
This is NOT the approved call open, Jared
WOW. Great recovery. What an amazing
question!

48. CHUCK
MARCOUILLER
Sr Director Sales Enablement
/chuckmarcouiller
Reflektive.com

49. Practice Makes Perfect
Real Call Examples Make Your Training Pop
Grade Real Calls or Risk Lack of Adoption
Training is an Ongoing, Continuous Cycle
Key takeaways
1
2
3
4
5
Structure Your Curriculum - Don’t Wing It
6 Leveraging Technology Creates a Flywheel (1+1=3)

50. See the Power of This Partnership for Yourself
Free Trial of
Chorus
add Real Calls to
Your Paths
Free Trial of
Lessonly
create Paths from
your Recorded Calls
Free Consulting
and Set Up Call
to Help You Set Up This
Program
Free Pilot of
Lessonly and
Chorus
Set Up a Flywheel Program
That will Accelerate Your
Sales Team
LESSONLY USERS! CHORUS USERS!
CHORUS AND LESSONLY USERS! CURIOUS ABOUT BOTH?