In part four of our series, Moving from Sales Manager to Sales Catalyst, we dive into the pivotal role of coaching in transforming teams and organizations. Tom and Tab break down why coaching is more than just a conversation; it’s about developing capabilities, driving performance, and creating lasting change.

From structured frameworks and observation techniques to the power of practice and the growing role of AI coaches, this episode covers:

• Why coaching is the hardest (and most important) part of leadership

• The three elements of effective coaching: Diagnose, Align, and Develop

• How structured coaching builds engagement, productivity, and capabilities

• The mindset shift needed for reps to embrace coaching

• Real-world examples of how observation uncovers blind spots

• The difference between coaching and managed sessions

• How AI is revolutionizing skill development

Whether you’re a frontline leader or an executive looking to elevate your team, this episode equips you with practical strategies to coach for real transformation.