Sales coaching programs can be a game changer—or a total waste of time—depending on how you set them up. If you’re using Ambition to run your sales coaching, this guide is for you. I’ll walk through what actually works, what to skip, and how to avoid the usual headaches, whether you’re a frontline manager or running the whole show.
Let’s get straight to it.
Step 1: Get Clear on Why You’re Coaching
Before you click a single button, ask yourself: What’s the point of this coaching program? If your answer is “Because we should” or “My VP said so,” pump the brakes.
Focus on:
- The specific outcomes you want (e.g., more pipeline from BDRs, better close rates for AEs, faster onboarding).
- Who actually benefits (hint: it should be the reps, not just management).
- How you’ll know if it’s working (pick a couple of metrics, not a dozen).
Pro tip:
Don’t overthink it. If you can’t explain the goal in one sentence, it’s too complicated.
Step 2: Build a Simple, Repeatable Coaching Structure
Ambition gives you lots of flexibility, but don’t confuse more features with more value. The best programs have a clear, regular cadence.
Keep it Basic:
- Weekly or biweekly 1:1s: Start here, not with group sessions. Individual attention moves the needle.
- Use templates: Ambition lets you create coaching templates—do it once, then tweak as needed.
- Have a standing agenda: Don’t wing it. Cover recent activity, pipeline, and one area for improvement.
What to skip:
- Hour-long meetings (no one wants them).
- Bloated forms with 20 “reflection” questions.
- Coaching tied only to lagging results (coaching on closed deals is too late).
Step 3: Set Up Ambition the Right Way (Without Overcomplicating)
It’s easy to get lost in settings. Here’s what matters:
Essentials to Set Up:
- Coaching programs: Start with one. Assign it to your team leads or managers.
- Templates for recurring sessions: Build a basic template covering goals, recent wins/losses, top-priority skills, and action items.
- Automated reminders: Use them, but don’t overwhelm people with notifications.
Ignore for Now:
- Custom scoring systems (unless you have a real reason).
- Fancy dashboards you’ll never look at.
- Overly complex goal trees.
Real talk:
You can always add complexity later. Most teams get lost in setup and never actually coach.
Step 4: Coach to Actions, Not Just Results
It’s tempting to just review numbers, but great coaching focuses on what reps can actually change.
In each session: - Look at activity data in Ambition, but ask “why” and “how,” not just “how many calls?” - Zero in on one behavior to improve (e.g., stronger call openers, better follow-up). - End with a single, clear action item.
Things that don’t work: - Coaching only quota attainment. It’s backward-looking and demotivating. - Overloading reps with too many “areas for growth.”
Step 5: Track Progress—But Keep It Human
Ambition will track goals and log coaching sessions. Use this, but don’t let it turn into a box-checking exercise.
Best practices: - Review progress at the start of each 1:1. “Did we actually do what we said last time?” - Adjust goals and actions as you go—don’t just stick to the script. - Use notes and comments for context, not to write a novel.
What to avoid: - Making coaching feel like a surveillance tool. - “Coaching for compliance”—nobody likes it.
Step 6: Get Feedback and Iterate
Even the best setup will need tweaks. After a few weeks, ask your managers and reps:
- What’s useful about the coaching sessions?
- What feels like a waste of time?
- Are we actually getting better at what matters?
How to adjust: - Drop or shorten anything people hate. - Double down on what sparks real conversations or growth. - Don’t be afraid to kill a program and start over if it isn’t working.
Step 7: Keep It Simple, Consistent, and Visible
The best sales coaching programs aren’t flashy—they’re consistent.
- Consistency beats intensity: Regular, short sessions work better than big, rare events.
- Recognition matters: Use Ambition to highlight wins and progress, not just gaps.
- Transparency: Let people see coaching is happening (without shaming anyone).
Don’t:
- Turn coaching into a secret process.
- Make it about “catching” people doing things wrong.
What Actually Works (And What Doesn’t)
Works: - Simple templates that get used every week. - Coaching that’s about actions, not just numbers. - Regular check-ins, not “set and forget.”
Doesn’t work: - Programs with no real buy-in from managers. - Overly complex scoring, metrics, or forms. - Coaching that feels like a performance review.
Final Thoughts: Don’t Let Perfect Get in the Way of Good
Sales coaching in Ambition doesn’t have to be fancy to make a difference. Start small, focus on what matters, and be ready to change things up as you learn. Most importantly, keep it human—this is about helping people get better, not just filling out forms.
If you’re stuck, simplify. If things get stale, try something new. And above all, don’t let the software drive your process—use it to support the way you coach best. Good luck.