"We do Coaching!"

“We do Coaching! Coach with our product! Coaching!” - Every GTM Vendor in 2026

Welcome to the era where every GTM software claims to be part of the coaching motion. 

And when Gartner announces 4.3x profit growth by organizations with metric-driven coaching, I get it.

Marketing leaders everywhere: “We have this cool way to look at X part of your process, so surely you can coach with us! It’s great data!”

“You take this great insight from our product and…..Coach!”

The unfortunate outcome of this is an extremely fragmented coaching motion.

You have 4-6 systems that a manager needs to check before they feel confident they have the full picture. 

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Let me load Salesforce reports

Check that Slack message, 

Review that long overdue Gong call, 

Peep the BI dash that RevOps made

What did we talk about last time again? Hmmm…

…and oh yea, screenshot all those and ask Claude what it thinks…

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This brutal process takes forever and creates a fragmented view.

We’re all victim to the shiny new thing and oftentimes lose track of the fundamentals.

(Enter Mark’s rival high school chanting when he missed an open lay-up…)

FUN-DA-MEN-TALS! FUN-DA-MEN-TALS!

Before your shiny new object can be valuable, you must have a system for it to operate from. 

4 steps to create a coaching system that actually works

Step 1: Define the fundamental coaching motion of your GTM org.

That likely looks something like this:

• 1:1s happen 1x per week on Monday or Tuesday
• Forecast call 1x per week on Monday
• Team Meeting 1x per week on Thursday or Friday
• Enablement Round-up 1x per month
• The list goes on…

Don’t overdo this. Focus on only the most core expectations for a leader + frontline employee. 

Step 2: Define the Minimum Viable Coaching that should happen in each. 

For example, Forecast calls should include Rep Commits. 1:1s should include where sellers feel stuck in their pipeline.

CROs - Your initiatives should live here throughout the org. Every 1:1, every Team Meeting… Your initiatives should be measured, discussed + actioned.

Again - don’t overdo this. Keep it simple, especially at first. 

Step 3: Ensure these conversations are documented and metric-driven. 

Without documentation, you don’t have data to learn + iterate + improve. 

Ideally, you integrate those fragmented systems into one place.

Step 4: Use AI to summarize KPI performance, coaching conversations, and make it dead simple for a manager to feel ready to coach effectively. 

Gartner recently discussed in their opening keynote to CSO that 1:1 prep via AI is one of the most effective, more deliverable ways to improve outcomes. 

The next big data frontier in performance management is around the person, not the deal. 

Are you ready?

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