CROs often obsess over staffing, technology, processes, and top-line forecasts, but in our experience with thousands of sales teams, the biggest untapped lever for growth is the people leading your sales teams day-to-day, your managers.
Too many managers are stuck acting like referees and scorekeepers. They call fouls, enforce the policies, and try to keep everyone in bounds. They track compliance with CRM usage, collect deal and forecast updates, and relay the score upward. This sales management model may keep you informed, but it doesn’t change outcomes.
The best usage of your sales management team is to make them multipliers by elevating them to the role of coach and game changer. The head coach has a much bigger impact on whether your team wins or loses.
CoachEm was designed with Causal AI to help managers step into that role.
By uniting developmental coaching, deal reviews, team meetings, and performance management in one dashboard, the coach can have data-informed conversations with the team about the game plan, practice schedules, and the overall season’s performance. It removes sales management as an interpretive art form and enforces a disciplined sales manager operating system approach.
Here’s how to move your managers from messengers to multipliers:
1. Give Them Less Data and More Insights.
Stop making managers toggle between CRM dashboards, call-recording tools, and spreadsheets. With CoachEm, you can leverage AI to provide the context that lets managers coach proactively instead of reactively. They don’t have to waste time digging into reports to find or diagnose problems. They can get straight into conversations about how to fix them.
2. Shift the Conversation From “What’s Happening?” to “Here’s What We’ll Do Next.”
Managers armed with data can move beyond status reporting. They can prescribe “next best actions” for each deal or rep development plan, like a head coach adjusting plays mid-game while also working with players to improve their skills between games.
3. Expand Their Span of Control With AI.
It is looking increasingly like AI productivity increases will impact a manager’s reach from “7-1 to upwards of 25-1 reps per manager” by automating prep and surfacing insights from call recordings, rather than requiring the managers to review each call. That lets managers influence more deals and more reps without burning out.
4. Measure Impact, Not Just Activity.
Hold managers accountable for improved outcomes (higher close rates, shorter cycles, more profitable deals, better forecast accuracy), not just the number of meetings held. CoachEm’s data-informed dashboards make those metrics visible.
When your managers have the same rigor, preparation, and leverage as a head coach, they stop being messengers up and down the org and start being force multipliers. They can identify risks earlier, close performance gaps, and elevate team results even when leadership or process isn’t perfect.
The message for CROs is clear: Invest in turning your managers into multipliers, and your numbers will go up.
Equip them with a platform that makes every one-on-one a data-driven, action-oriented conversation. That’s how you move managers from gatekeepers to game changers.
Ready to learn more? Let’s chat.
