In this replay episode of Coach to Scale, host Matt Bonelli sits down with Ben Johnson, VP at Zendesk, seasoned sales leader, and longtime CrossFit coach, to explore what it really takes to build a thriving sales career. Drawing on more than 25 years of experience at companies like Dell, Oracle, Workday, and Zuora, Ben challenges the myth that sales success is measured only by the quarter. Instead, he shares why the true differentiator is consistent coaching, a culture of accountability, and the willingness to sharpen your sword through personal development.
Listeners will walk away with actionable insights on transforming performance improvement plans into coaching opportunities, creating cultures where vulnerability is strength, and distinguishing between “must-dos” and “how-tos” in sales leadership. From rebranding coaching as a growth engine to embracing “deeds, not words,” this conversation delivers timeless lessons for sales reps, managers, and leaders who want to play the long game and win.
What separates sales teams that survive from those that thrive? It’s not the latest tech stack, a flashy playbook, or even the size of your pipeline. It’s the culture you build around coaching.
In this replay episode of Coach2Scale, I sat down with Ben Johnson, Senior Sales Director at Informatica, CrossFit coach, and 25+ year sales veteran, to talk about what it really takes to build lasting sales success. Ben has lived the highs and lows of tech sales at Dell, Oracle, Workday, Zuora, and now Zendesk. And through it all, one truth has stood out: coaching is not a “nice to have,” it’s the foundation for sustainable performance.
Coach to the Career, Not the Quota
Ben pushed back against one of the most dangerous myths in sales: “Miss two quarters and you’re out.” The reality? A successful sales career isn’t measured quarter to quarter, but year over year, and it depends on coaching leaders who develop people for the long haul.
As CROs, this should hit home. If your managers are coaching only to hit this month’s number, you’re playing the short game. The organizations that win are those that invest in careers, not just quarters.
Reframing Performance Improvement Plans
Too many leaders treat PIPs as the nail in the coffin. Ben’s view? They should be a coaching tool. A well-run PIP isn’t about managing someone out; it’s about guiding them through structured improvement and turning potential into performance.
When reps see coaching as support, not punishment, you’ve shifted the narrative. That’s culture change.
Must-Dos vs. How-Tos
Another nugget Ben shared was his framework for separating the “must-dos” from the “how-tos.” Must-dos are the table stakes: updating Salesforce, submitting forecasts, doing the basics right. When these are clear and consistent, managers aren’t stuck babysitting.
That frees leaders up to focus on the how-tos: objection handling, getting to the economic buyer, delivering value with excellence. CROs, ask yourself: are your managers spending more time on hygiene or on coaching high-value skills?
Deeds, Not Words
One of Ben’s mantras is simple but powerful: deeds, not words. Talk is cheap, accountability is proven through consistent action. For CROs, this means holding managers and reps alike to a culture where improvement is visible in behavior, not just in promises.
Building a Coaching Culture
A culture of coaching doesn’t happen by accident. It requires leaders at every level to model vulnerability, encourage feedback, and set the tone that asking for help is a sign of strength. From prep to debrief, from bad news early to mentorship, coaching must be woven into every fiber of the sales organization.
And here’s the kicker: when it is, teams not only hit quota more often, they stick around. Because coaching cultures are cultures people want to be part of.
If you’re a CRO wondering how to scale your team in today’s market, take this lesson from Ben: stop coaching to the quarter and start coaching to the career. That’s how you build teams that last.
🎧Catch the full replay episode here: Beyond the Quota: Coaching for a Sales Career that Lasts, now live on the Coach to Scale podcast.
