What makes a great sales leader? Is it about hitting numbers or coaching your team to do so sustainably? This week on the Coach2Scale podcast, we turned the tables on Matt Benelli, Co-Founder of CoachEm, seasoned sales leader, and our usual podcast host. Colum Lundt, CEO and fellow Co-Founer of CoachEm interviews Matt about his top takeaways from the podcast, his life, and his career. Matt shared candid insights on debunking myths about sales coaching, building high-performing teams, and the role curiosity and accountability play in leadership.
This episode of Coach2Scale is a must-listen for anyone looking to elevate their sales coaching game. From shattering myths to practical tips on leadership, Matt Benelli’s insights are a masterclass in building a coaching culture. Listen to or watch the full episode of with Matt Benelli to explore how effective coaching can transform your team.
Here’s what every frontline manager (FLM) and sales executive needs to know about transforming your sales org:
1. Myth-Busting Sales Coaching Assumptions One of the most powerful takeaways from the episode was Matt’s debunking of two common myths in sales coaching:
- Myth 1: Coaching Guarantees Immediate Results. Matt emphasized that coaching is not a quick fix—it’s a long-term investment in behavior change. Using a swimming analogy, he illustrated how focusing on foundational skills (like the perfect kick) builds competence over time. The same applies to reps mastering skills like objection handling or discovery.
- Myth 2: Feedback Must Be Negative to Be Effective. Balanced feedback fosters growth. According to Matt, starting with self-assessment and celebrating strengths not only boosts confidence but also sharpens focus on improvement areas. Sales leaders who “commend before they recommend” see better results and higher morale.
2. Leadership Lessons for Every Manager When asked about the common traits of top leaders, Matt highlighted two pillars: commitment to development and curiosity.
- Commitment to Development: Great leaders prioritize their own growth and the growth of their team. They set clear expectations, hold regular check-ins, and deliver timely feedback, turning the “movable middle” into top performers.
- Curiosity: Leaders who ask better questions and model critical thinking inspire their teams to adopt the same approach. This trait becomes the foundation for understanding what works and what doesn’t—essential for scaling sales teams.
3. The Accountability Advantage Matt explained how holding oneself accountable as a leader sets the tone for the team. His advice for FLMs is clear: model the behaviors you want to see. This means keeping commitments, such as holding sacred 1:1 meetings, and addressing underperformance promptly. A compelling example shared by Matt underscored the power of consistency in 1:1s. Reps thrive when managers prioritize development—not just deal reviews.
4. Solving Today’s FLM Challenges with Data-Driven Coaching Throughout the episode, Matt’s insights resonated with CoachEm’s mission: to empower managers with the tools and data they need to succeed. Managers today are overwhelmed with juggling pipeline reviews, team development, and admin tasks, leaving little time for coaching. Tools like CoachEm streamline the process, turning 1:1s into actionable, skill-focused conversations that lead to measurable improvements.
In a real-world example, CoachEm helped an EdTech client boost pipeline growth by 300% year-over-year after implementing the platform for FLMs.
5. Takeaways for Frontline Managers Aspiring to Lead Colum asked Matt to share three tips for frontline managers aiming for leadership roles. Matt’s advice for sales managers:
- Accountability First: Hold yourself accountable before expecting it from others.
- Set Clear Expectations: Define success and communicate it to your team.
- Timely Feedback: Provide actionable feedback regularly—don’t wait for annual reviews to course-correct.
6. Why This Matters Now The conversation underscored a key challenge in sales organizations: many managers don’t know how to coach effectively, and coaching often takes a backseat to immediate revenue pressures. Tools like CoachEm can bridge the gap by enabling consistent, effective coaching that drives long-term performance.
Want to learn more about how CoachEm is redefining sales coaching? Visit CoachEm.io and start your journey to scaling success.
