Sales Coaching Software Apps


  • Salesforce coaching applies insights, dialogue, collaboration, feedback, practice and repetition to improve salesperson performance.
  • Sales coaching software brings process automation, information reporting and scale to these programs.
  • Sales coaching software applications are proven to save time, increase focus and improve results.
Johnny Grow Revenue Growth Consulting

The Top 4 Sales Coaching Software Tools

There are four types of technology that most aid and automate salesforce coaching processes and goals. They include CRM software, purpose-built apps, conversational intelligence and performance analytics. Here's how to apply these technologies to drive significant and sustained salesforce performance.


CRM Software

Salesforce coaching becomes experiential when coaching processes and salesperson goals are embedded within their CRM software. That's important because adoption and retention fall if coaching processes or goal tracking require managers or reps to go to yet another application or refer to piecemeal documents.

In addition to keeping reps in the system they already use, CRM software can apply many tools to make coaching automated and staff progress visible.

For example, CRM workflow tools can automate coach processes with sales guidance capabilities. They can apply push-based delivery to display contextual content, best practices or insights that directly support coaching goals.

CRM collaboration tools such as Salesforce Slack or Microsoft Teams can facilitate continuous, asynchronous communication between the coach and the rep.

CRM software alert notifications can quickly advise when goals move in the wrong direction and CRM reports and dashboards can bring real-time visibility to progress, variances and completion.

If the salesperson goal is to win a big sale opportunity, CRM can track the progress, or lack thereof, for each sales cycle step in the sales process. Or if the goal is to make quota, the CRM system can track won deals and forecasted opportunities to measure progress toward that goal.

When coaching goals are seamlessly integrated with existing workstreams, the processes become automated, the goals gain top of mind focus and the results are improved.

Sales Coaching Software Apps

Coaching Apps

There are many salesforce coaching apps that aid planning, adoption, process automation and information reporting. These apps are generally either a part of a sales enablement portfolio or an extension of the CRM platform via its third-party ecosystem. Salesforce AppExchange and Microsoft Dynamics AppSource are the two largest CRM ecosystems and offer many specialty apps.

These apps bring specialization, deep domain knowledge and advanced capabilities to sales coaching programs. Sometimes they are point solutions that go deep on key sales cycle steps such as qualification, discovery or opportunity win plans.

Many of these apps provide a sales coaching model and templates for structured coaching sessions. They measure the activities that drive staff goals, display progress in scorecards or leaderboards, harvest lessons from win-loss analysis and historical deals, and apply AI to suggest next-best-actions or other recommendations at exactly the point where they matter.


Conversational Intelligence

Conversational intelligence surfaces insights from customer conversations. The technology provides coaches with the ability to analyze staff and customer conversations and deliver feedback that aligns with coaching goals.

Conversational intelligence technology performs speech-to-text transcription and sentiment analysis that can detect and highlight keywords, customer insights and other signals. It then extracts actionable intelligence that offers coaching opportunities and salesperson performance improvements.

While the technology is most often applied to recorded verbal conversations, it's also effective for analyzing written customer interactions such as emails, chat and text messages.


Performance Analytics

Sales managers can no longer shoot from the hip and expect to systemically or significantly improve salesforce performance. They need data-driven insights to make fact-based decisions. They need an analytics strategy that shows how to connect data, insights, action and outcomes. They need to know what outcomes matter most and need to be pursued first.

Without real-time analytics the manager is flying blind.

The goal of performance analytics is to get the right information to the right person at the right time, so they can insert or modify a selling activity,  win plan, opportunity or other action.

One of the analytics we routinely implement with our clients is a Sales Coaching Dashboard. We've built these dashboards natively in popular CRM systems such as Salesforce and Microsoft Dynamics so that they are integrated with existing salesperson work streams. An example is shown below.

Sales Coaching Dashboard

See the Sales Coaching Dashboard that shows what's working and what's not so salespeople and sales managers can intervene with timely course corrections.

Click to Tweet / X

Performance analytics surface what's working and not working so sales managers know when to get involved. Analytics also show what top producers do differently than their peers so those actions and behaviors can be replicated across the team.

Without analytics, managers usually learn of coaching-related performance results at some point after the close of a period. At that point it's too late to proactively intervene to mitigate or prevent poor outcomes.

Analytics should be built as a closed loop reporting system, automatically convert data into insights, surface key performance indicators (KPIs), deliver information in real-time and escalate important information to people that will act on it.