To enforce role clarity, the second-line manager should assess each rep's skills and co-create their development plan. Accountability is key: during a QBR, the CRO should question the second-line manager first about a struggling rep’s development plan, shifting their focus from pure forecasting to strategic talent growth.
Related Insights
Underperforming sales reps are not failures; they often lack proper coaching or strategic frameworks. Investing in their development can transform these reps from liabilities into consistent performers, saving the high costs associated with turnover and re-hiring.
While the first-line manager owns building a hiring pipeline, the second-line manager's role is strategic oversight. They should focus on quality by observing hiring trends, identifying repeated mistakes or blind spots in the interview process, and coaching the first-line manager to improve their selection criteria.
Because managers don't trust CRM data, they spend their time chasing reps with active deals to secure the forecast. This focus on closing existing business means ramping reps are neglected, which is a primary driver for ramp times increasing from five to nine months and high attrition.
Leaders misallocate time on low performers who won't improve or top performers who don't need coaching. The greatest return on coaching time comes from investing 80% of it in the solid B-players (the "six pluses") who have the raw ability to become elite A-players.
To drive data discipline, a RevOps leader should consistently review a core set of metrics with the executive team. This forces their own team to come prepared with answers. This scrutiny trickles down, as sales leaders learn which metrics matter and begin proactively reviewing them with their own business partners.
A common failure mode for new CROs is attempting to create the sales playbook in isolation. Core pillars like ICP and value proposition are company-level decisions. The CRO's role is to be interdependent, facilitating this cross-functional creation process, not dictating it.
Don't finalize a comp plan in an executive silo. Share the draft with trusted, top-performing reps and ask them to break it. They will immediately spot loopholes and unintended incentives, allowing you to create a more robust plan that drives the right behaviors from day one.
Annual or quarterly performance reviews are high-pressure, judgmental events that create fear. A more effective approach is to reframe management as coaching. This means providing frequent, trust-based feedback focused on developing an employee's long-term potential, rather than simply rating their past performance.
In many companies, the roles of first and second-line sales leaders are blurred, with the second-line manager acting as just another first-line manager. This creates redundancy, causing reps to get the same questions from both and signaling a lack of communication and clear responsibility.
When successful reps get bored and start changing their effective talk tracks, their performance can dip. To coach them, anchor the conversation in data from their peak. Review past call recordings and metrics to show them precisely how their messaging has deviated and guide them back to their proven strategy.
