Sales Coaching Reinvented

Why CROs Fail at Change Management: 6 Ways to Make It Stick

Most CROs don’t fail because they’re wrong about what needs to change. They fail because they get the roll-out wrong. Execution fatigue, manager confusion, and tactical overload stall even the smartest initiatives. And in sales orgs, where change is constant and the pressure’s high, missteps get expensive, fast. From watching hundreds of teams struggle to implement everything from new sales plays to onboarding structures, here’s what I’ve learned about what separates successful change from the flavor-of-the-month initiative.

Colum Lundt | Co-Founder, CoachEm™

July 9, 2025