Imagine the locker room speech.
Leaders coach. AI analyzes. The Gold lies somewhere in between.
After 25+ years in the trenches, here’s the truth:
Data doesn’t win Gold Medals or close $1M deals. Intuition does.
The real job of a sales leader? Coaching.
Yet, most managers are laser-focused on sales metrics—and not on coaching. I hear from many reps who feel they’re not getting the guidance they need.
How are those AI-managed pipeline calls working out? Are you being told that your opportunity isn’t qualified when it is? Or are you moving forward with opportunities that you shouldn’t?
Here’s why this matters:
70% of AI project failures come from poor data quality. Garbage In Garbage Out is more relevant now than ever.
66% of managers have never been trained on coaching.
Many confuse “telling” reps what to do with real coaching.
Reps are even turning to chatbots for advice more often.
In general if one were to do their own research, percentages will fluctuate a little, however data suggests that across the board, there’s an overall lack of confidence in sales managers’ ability to drive change with their teams, lead masterful coaching conversations, and maximize seller results and performance.
Where AI falls short?
Judgment & Empathy: Sales is about people, motivation, relationships—things AI just can’t replicate.
Strategic Thinking: AI can analyze data, but managers bring business context and intuition.
Adaptability: Managing a team means handling surprises and politics—tasks AI can’t manage alone.
Two questions for you:
We debate Canada’s hockey roster intensely—are we putting 1/10th of that energy into building sales teams that truly win?
Are we really equipping managers with coaching skills, or just promoting and hoping for the best?
I’d love to hear your thoughts. How do you balance AI insights with personal coaching in your sales teams?
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