How Sales Coaching Helps Maximize Revenue

How Sales Coaching Helps Maximize Revenue
@mindtickle #MTWEBINAR

Meet the Speakers
Nancy Maluso
Research Director, Sirius Decisions
As the Research Director of Sales Enablement Strategies at Sirius
Decisions, Nancy Maluso has done extensive research on best
practices in driving sales productivity and sales enablement
strategies and has helped several companies identify the right
strategies for their needs and successfully deploy them.

Meet the Speakers
Stephen Hallowell
VP Sales Enablement, MuleSoft
Stephen Hallowell is the VP of Sales Enablement and Operations
at MuleSoft. He has been highly influential in the progress of the
firm as his focus lies in accelerating the growth of the company
by optimizing the go-to-market effort across the sales, customer
success, services, and support teams.

Meet the Speakers
Mohit Garg
CRO & Co-Founder, MindTickle
Mohit Garg is the CRO and Co-founder of MindTickle. Leading the
sales and marketing efforts for MindTickle, Mohit is responsible for
business development, sales, partner strategy, distribution and
marketing. He has worked with several high-growth technology
companies and helped them implement a culture of sales excellence.

Agenda for today
• Coaching Drivers : Why Sales Coaching is imperative
• Attributes of successful coaching programs : How to achieve high performance
through coaching
• Coaching program in action : How MuleSoft uses coaching to maximize sales
performance
• Technological advantage : MindTickle’s coaching framework that will help you achieve
predictable revenue

Coaching Drivers
Gaps in efficiency and effectiveness of sales reps along with unaccepted
turnover drive the need for coaching.

Sales Leaders Identified Top Growth Inhibitors

State of Coaching Today
SiriusPerspective: High performing reps embrace coaching that has impact.
State

Attributes of a Great Coaching Program
Four critical factors that must be present in the organization for a
successful sales coaching program

Mainstays Of A Great Coaching Program
Successful sales coaching is not a singular process – it requires the right programmatic
elements to be in place.
Basic Tenet:
Coaching must be focused on the needs of the
individual.
Best in class companies assess individuals
against the defined competency map for their
role and develop and coach reps on the gaps.
Actions
Coaching
Process/
Tools
InsightsCulture

SiriusPerspective: Successful sales coaching is not a singular process – it requires the right
programmatic elements to be in place.
Actions
Coaching
Process/
Tools
InsightsCulture
Coaching is tied
to career
development
Culture
Coaching is
present at every
stage of the
sales cycle
Coaching is
not telling – it
requires listening
and self-discovery
for all

Actions
Coaching
Process/
Tools
InsightsCulture
Insights
Clear connections
must be
established
between actions
and performance
Dashboard metrics
need to reflect
performance in
relation to the team,
role expectations
and tenure
Regular observation
cadence of actions
needs to be in place

Actions
Coaching
Process/
Tools
InsightsCulture
Process/Tools
Counseling and
coaching should
be recorded and
accessible to
assess change
over time
Leverage technology
to deliver just-in-time
coaching in a field
environment
Manager/rep
conversation cadence
should be established
to provide
opportunities for
coaching

Actions
Coaching
Process/
Tools
InsightsCulture
Actions
Patterns of
similar actions
should be
incorporated into
ongoing training
Actions are
two-way – both
rep and coach
should make
commitments
Follow-up actions
should be sorted
into immediate,
medium-term and
long-term goals

MuleSoft
Coaching Program in Action

MuleSoft Overview
Company Overview
• MuleSoft’s mission is to help organizations change
and innovate faster by making it easy to connect
the world’s applications, data and devices
• Founded in 2006, HQ: San Francisco
• 850+ employees worldwide
Business Momentum
• 1,000+ enterprise customers in over 60
countries
• Top 5 industries: Financial Services,
Retail/CPG, Public Sector, Insurance and
Healthcare
Global Footprint: Sales, Services, Support Notable Customers

Why This Matters: Help Our Teams Shift Behavior
Tactical
Engagement
Strategic Engagement
Typical
Introductory
Discussion
Coaching enables
this behavior change

Two Sides Of The Coin
Accountability Coaching
Are you doing what’s important? How can I support you?

An Integrated Approach To Coaching
Manager skills
training
Manager
benchmarking
Messaging
certification
Integrate skills into
review process

The Certification Program
• Core team of sales & marketing (leaders + top ICs) developed the message
• Core team recorded themselves and certified a group of “black belts”
• Black belts certified the full team
• Enablement drove accountability and audited submissions
o Weekly update emails
o Full leadership support and visibility

What Worked?
• Broad management support → solving a recognized need
• Held the performance bar high
• Strict accountability for completion (with great performance)
• Specific, well-defined exercise

You’re going to ask a lot of others, so…

Coaching Drives Success
I’m so glad we you made us do this. I was
skeptical at first but now I am so much
more confident with my customers
Average ASP: New Customers
($000’s)

MindTickle
Enabling Coaching Through Technology

A Purpose Built Platform that Powers End to End Sales Readiness
Trusted by the best sales teams:
Couchbase, AppDynamics, Nutanix, Cloudera, Fuze, MuleSoft, Forescout, Symantec, and more!

Key Areas In Sales Coaching As Seen By Our Customers
Examples:
● Articulating product value
● Delivering the right elevator pitch
● Perfecting the demo
Examples:
● Prospecting
● Navigating complex sales scenarios
● Objection Handling
Examples:
● Coaching ongoing deals
● Coaching for deals lost
● In situation coaching

Key Areas In Sales Coaching As Seen By Our Customers
What technology can do
● Workflow management
● Tracking and driving accountability
● Automation to improve compliance
● Reports and insights to
management
What sales management should do
● Invest their time
● Create a learning and coaching
culture and cadence
● Leverage subject matter experts
instead of managers every time

Key Steps In Sales Coaching
2. Get commitment from
stakeholders
● Get leadership buy-in
● Gain commitments from
each member to invest
time into coaching
● Define cadence
3. Prepare managers to coach
effectively
● Don’t assume they know it
● Enable managers with
coaching scenarios and
automated cadence
● Measure what is working,
what is not; adjust and
iterate
1. Develop a coaching plan
● Define key competencies
required for the rep
● Assess each reps mastery
on each competency
● Create a coaching plan for
the reps and managers

Ultimately, it is all about improving Sales Readiness

and showing impact on revenue metrics

Key Takeaways
• Have a structured coaching plan in place
• Get stakeholders’ buy-in to maximize the impact of your sales coaching program
• Use technology to streamline process and workflows
• Quantify the impact on sales metrics

Questions?

Where to find more Sales Enablement Best Practices?
To learn best practices from leading sales enablement teams checkout www.mindtickle.com
Learn more about onboarding,
coaching, training and
certifications from our
knowledge center.
Listen to sales enablement
professionals sharing best
practices and solutions to
common enablement
challenges.
Watch sales and sales
enablement leaders sharing
growth hacks and tips from
personal experiences in hyper
growth organizations
Ebooks and
Whitepapers
Sales
Excellence
Podcast
Live and
On-Demand
Webinars

Thank
You!

How Sales Coaching Helps Maximize Revenue

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