Best Practice Report

The Sales Leader’s Guide To Effective Sales Coaching Programs

A Cornerstone Of Seller Productivity

September 29th, 2022
Nancy Maluso, null
Nancy Maluso
With contributors:
Rick Bradberry , Jennifer Bullock , Mike Pregler , Mallory Icenhower , Arianne Burnette


Increasing sales productivity is the holy grail for sales leadership. Sellers tell Forrester that a culture of appreciation, consistent and effective manager feedback, and manager-provided coaching can significantly impact their productivity, yet less than half of all sellers we surveyed receive feedback or coaching. This report identifies the culture of appreciation and the coaching framework needed to increase sellers’ productivity with little financial investment.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.