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Scaling Smart with Brent Holloway on the Coach2Scale Podcast

In the latest episode of the Coach2Scale podcast, Matt Benelli sits down with Brent Holloway, CRO and Co-founder of SaaS Sales Advisors, to discuss strategies for doubling revenue without doubling your sales team. Brent delivers a masterclass on smart growth, emphasizing unit economics, tailored coaching, and actionable data. Here’s what we learned from his conversation that will help sales leaders sharpen their strategies and scale smarter.

1. Why Unit Economics is the CRO’s Secret Weapon

Brent breaks down unit economics into four key levers: volume of opportunities, win rate, average sales price (ASP), and sales cycle length. While each lever plays a role in performance, Brent highlights that ASP often offers the quickest path to meaningful improvement. For example, analyzing deal characteristics like company growth rates and employee headcounts can pinpoint opportunities to target higher-value deals with shorter cycles.

“Scaling isn’t about working harder; it’s about working smarter,” Brent emphasizes. By focusing on data and leveraging tools to refine ICPs (Ideal Customer Profiles), sales leaders can uncover where their team performs most efficiently and where they’re losing valuable time.

2. Coaching: The Multiplier Effect

One of Brent’s standout takeaways is the value of effective coaching—not just deal coaching, but development-focused, skills-based coaching. He highlights the common pitfall of sales teams treating coaching sessions as “psychology sessions or pipeline reviews” instead of actionable, developmental conversations. His advice? Bring structure, focus, and accountability into one-on-ones.

This approach resonates with CoachEm’s mission: helping frontline managers (FLMs) become better coaches through data-driven insights. FLMs are often drowning in tactical firefighting, but platforms like CoachEm simplify coaching by providing targeted, actionable insights for each rep. This structured approach not only sharpens rep performance but also builds consistency and accountability.

3. The Science of Scaling: Use Data to Drive Decisions

Brent’s message is clear—don’t fly blind. Many teams fail to capitalize on their existing data, leaving productivity gains on the table. Brent encourages sales leaders to dig deep into historical wins and losses to identify patterns. This analysis helps pinpoint which opportunities are worth chasing, which aren’t, and how to align resources for maximum efficiency.

Takeaways like these echo the power of tools like CoachEm, which enables sales teams to connect the dots between data and action. By cutting through data noise, CoachEm helps managers make meaningful coaching moments happen, increasing rep effectiveness and driving results.

4. Actionable AI: The Next Frontier

Brent also dives into how AI can amplify sales team effectiveness. Rather than replacing salespeople, AI empowers them to make better decisions faster. For instance, Brent uses AI tools to build customized ROI models and uncover insights about prospects that might otherwise take hours of research. It’s a modern way to give sales teams a competitive edge without overwhelming them.

5. Lessons in Leadership: Balance Ambition with Execution

Reflecting on his career, Brent shares a key leadership lesson: scaling too quickly without balancing resources often leads to inefficiencies. Whether it’s ramping up headcount without corresponding investments in enablement or overlooking the foundational coaching needs of frontline managers, Brent’s advice is to scale deliberately and holistically.

Brent’s conversation on Coach2Scale is packed with actionable strategies for sales leaders at every level. He offers a roadmap for how to use data, coaching, and tools like AI to make meaningful, measurable improvements. Ready to hear the full conversation? Listen to the episode here and share your top takeaway on LinkedIn with the hashtag #Coach2Scale.

Why It Matters

This episode isn’t just about growth—it’s about sustainable, smart growth. Whether you’re a CRO looking to scale your team efficiently or a frontline manager seeking to up your coaching game, Brent’s insights are a must-hear. With tools like CoachEm in your corner, you can transform data into action, one coaching conversation at a time.

Let’s turn insights into action. What will you try first? Share your favorite insight from the episode on social!