Sales managers are the single greatest lever to improve the success for your sales teams. They can make the difference in converting new hires to productive reps and shifting low to middle performers to high performers. But as a sales leader, how can you actually make this happen?
When we interviewed 40+ sales leaders we discovered a profound opportunity to improve manager efficiency and shrink the delta between actual vs. desired manager time spend.
In fact, one sales leader revealed that although they’ve discussed the inherent problem of WHO their managers spend their time with, “in practicality our time spent is evenly distributed across the team, when it probably shouldn’t be.”
We also learned that re-evaluating WHERE in the sales process managers direct their time works: More time spent with sellers in early vs. late-stage sales cycles has a bigger impact on sales performance.
“Managers should be spending more time coaching first years on external, market-facing interactions. Once sellers are high-performing and tenured, more time should be spent on internal interactions like deal strategy,” another sales leader expressed.
With this knowledge in hand, we can now tackle how sales leaders can better optimize manager time and actually redirect coaching efforts to boost rep productivity and get more deals to close.
But it’s not just coaching — it’s structured coaching. Enter CT Connect.
Consistent, structured coaching is key to better sales performance
Let’s face it: Selling is complex. Data from Gartner shows that only 38% of sellers report their manager helps them develop the skills needed for the role. Sellers have to be armed with the know-how to take on the 6 to 10 decision makers involved in the average B2B sales cycle.
Although correctly and efficiently allocating sales manager time is important, it’s not enough — what do sales managers actually do once they’ve determined the right reps to coach and when to coach them?
As one sales leader told us, “A deal review is not about what we know. It’s about what we don’t know and how we go figure it out. To do this well, we need to follow a structured framework to diagnose gaps with the rep.”
This is where structured coaching comes in. The greatest impact from a managers’ time has been proven to come from applying a consistent structure to observations and feedback — indeed, 53.6% of those we surveyed agreed on the vital importance of structured coaching.
Another CT Connect reviewer said that the best aspect about the software is that it allows those in sales operations roles to set a consistent rubric for assessing and coaching, along with reporting and tracking across the organization. The platform makes it easy to capture feedback from each coaching session, share it, verify that it’s been reviewed, and revisit it for ongoing performance improvement.
Here’s the bottom line: With the right support and structure, sales managers can be the greatest lever to lift seller productivity — and Gartner research reveals that a 5% improvement in the performance of core performing reps can lead to a 70% increase in revenue. Your sales management capacity is finite; we’ll help you direct it intelligently.
The Right Sales Tech
With help from CT Connect, sales leaders gain the benefit of instantly seeing with whom and where frontline managers are spending their time. Sales managers can make better use of their time by:
- Shifting focus to engaging new hires and middle performers
- Allocating more time to top-of-funnel interactions
- Identifying and improving the selling behaviors that matter most
CT Connect helps guide who sales managers spend time with, where in the sales process, and most importantly how:
Identifying Coaching Opportunities: Keep crucial information top-of-mind with snapshots that show a team’s tenure and sales performance — enabling managers to identify critical coaching opportunities for specific team members.
Improving Feedback: Give sellers the information they need with a framework that ensures managers are evaluating the behaviors that correlate to increased sales performance.
Tracking ROI: Use executive leadership analytics and reporting features to correlate coaching to better win rates and goal attainment.