Coach2Scale: How Modern Leaders Build A Coaching Culture

As we close the book on 2024, I want to take a moment to say THANK YOU. Whether you tuned in for one episode or all 52, you're part of a movement that believes coaching is the rocket fuel for performance. This year, Coach the Scale recorded over 65 episodes, reaching thousands of sales leaders. But this isn’t about vanity metrics—this is about impact. Each episode brought lessons that slapped us in the face and whispered, "Pay attention."

So, let's hit rewind on the top 10 lessons from 2024 that every sales leader needs tattooed (metaphorically) on their brain:

1. Coaching isn’t teaching—it’s training for battle.
Your reps don’t learn to box by watching YouTube. It’s role plays, feedback, and reps that build champions.
2. High performers are your blue-chip stocks.
Feed them or someone else will. Stop spending all your energy on the bottom 20%.
3. Focus on behaviors, not just outcomes.
Outcomes lag. Daily actions drive the engine. We are what we repeatedly do.
4. Active listening is a martial art.
As Colum at CoachEm says, curiosity is the currency that unlocks trust.
5. Feedback is love.
Frequent, honest feedback isn’t a luxury—it's oxygen for growth. (Thanks to Dr. Rachel Pacheco for the unforgettable underwear analogy. 😅)
6. Transparency and vulnerability are superpowers.
Admit mistakes. Wear your struggles. Trust follows authenticity.
7. Master the basics before getting fancy.
Tech is a tool, not a crutch. Fundamentals win championships.
8. Coach to the career, not the quarter.
Short-term wins are great, but long-term investment in your people pays compounding dividends.
9. Embrace AI or get left behind.
AI won’t replace salespeople. It will replace those who don’t use it.
10. Don’t rush to solutions.
Sales is like a carwash—the rinse cycle (discovery) is crucial. Skip it, and the dirt stays.

🔥 Every guest brought their A-game this year, and 2025 is already shaping up to be NEXT LEVEL. We’re kicking off with sales leaders from Zoom and Sysdig to answer the big questions:
  • What makes a great sales leader?
  • How do you create buy-in without being a dictator?
  • How do you hold yourself (and your team) accountable?
Your voice matters. Keep the feedback, guest ideas, and tough questions coming.

Coaching isn’t a checkbox. It’s a craft, a mindset, and the only sustainable way to build teams that thrive. If you’re not coaching them, you’re losing them.

Here’s to an even stronger 2025.
Happy Holidays, and see you next year!

#SalesLeadership #CoachingCulture #EndOfYearReflections #CoachTheScale

Creators & Guests

Host
Matt Benelli
Co-Founder, CoachEm™ * Proud Dad/Husband * Entrepreneur * Leader * Coach * Risk Taker
Producer
Mike Montague
Founder of Avenue9, a Human-First AI Marketing Agency

What is Coach2Scale: How Modern Leaders Build A Coaching Culture?

Welcome to Coach2Scale - How Modern Leaders Build Coaching Cultures

Join Host Matt Benelli for conversations with management professionals in B2B companies who share the belief that effective coaching improves the performance of every team member. Our mission is to help leaders become better coaches.

Coach to Scale is sponsored by CoachEm, the world's first AI coaching execution platform that leverages evidence-based coaching to increase quota attainment.

Welcome back to coach the scale, the
podcast where coaching isn't just a skill.

It's a movement.

I'm your host, Matt Benelli.

And as we wrap up 2024, I want to start by
thanking you, whether you've tuned in for

one episode or all 52 this year, you're
part of a community that believes coaching

is the rocket fuel for team performance.

I also want to say thank you to each and
every guest that appeared on the show.

Each interview I record is always the
best part of my day, and my goal is to

bring content to all of you that's useful,
impactful, and dare I say, enjoyable.

And it wouldn't be possible
without our awesome guests.

So thank you.

This year we've grown by wildfire.

We've recorded over 65 episodes
and we've reached thousands

and thousands of sales leaders.

But look, this isn't about vanity metrics.

It's about impact today.

We're diving into what made 2024
unforgettable, the big ideas and the

lessons that smacked us in the face and
said, Hey, Maybe you should pay attention.

Think of this as a greatest hits album.

You didn't know you needed ready.

Let's go!

This year.

We just didn't talk about coaching.

We broke it down.

We rebuilt it.

We set it on fire and here's 10 lessons.

10 should be tattooed on
every sales leader's brain.

Well, maybe don't go that far.

All right, let's see.

Number one, coaching isn't teaching.

It's training for battle.

You don't learn to box
by watching YouTube.

It's practice role playing feedback
and reps that build champions.

Not lectures.

Number two, high performers.

They're your blue chip stocks.

Stop wasting all your
time on the problems.

Your stars are hungry for your attention.

And if you're not feeding them,
somebody else is going to do it.

Number three, focus on behaviors,
not just outcomes that comes up time

and time again, outcomes are great,
but they're lagging indicators.

It's the small daily actions
that propel the engine.

We are what we do repeatedly.

My partner and our CEO here at
CoachEm, Colum once always said, use

active listening, like a martial art.

It shows that you care.

It unlocks curiosity, the ultimate
currency in sales and leadership.

Number five, feedback is love.

Frequent, honest feedback
is what your team craves.

If you're not giving it,
you're starving them of growth.

One of our guests, Dr.

Rachel Pacheco, talked about
that and gave a great analogy.

She said, feedback, it's
a lot like underwear.

It's not a gift you want, but it's
something that you absolutely need.

Thanks, Rachel.

Number six, transparency
and vulnerability.

Are your secret weapons, admit
your mistakes, share your

struggles, wear it on your sleeve.

It builds trust faster
than any offsite retreat.

People want to know you're human.

Number seven, master the
basics before you get fancy.

Technology is a tool.

It's not a crutch.

Fundamentals win championships,
not shiny new software.

Get in the trenches, roll up your sleeves.

Number eight, as our friend and guest
Pat Galvin said, coach to the career.

Not the quarter.

Long term growth beats
short term gains every time.

Invest in the person, not just the
pipeline, and watch the results unfold.

Number nine, embrace new tools or die
trying the sales landscapes evolving.

If you're not keeping up,
you're falling behind.

If you're not growing, you're dying.

AI is not going to replace salespeople,
but AI is going to replace salespeople

who don't leverage the power of AI.

And lastly for today, number
10, don't jump to solutions.

As Brendan Kalika said,
sales is like a carwash.

The rinse cycle is the most important part
rush it and the dirt never ever comes off.

So I hope you enjoy those.

So those are 10 key actionable
takeaways from the year 2024 in review.

And, you know, we sat down with
some of the sharpest minds.

In the game this year,
and they taught us a lot.

We can learn from them.

Please, as we go forward, tune in
to hear what different people from

different walks of life, managing
different types of teams have to say.

Every guest left us with tools, insights,
and a fire to level up our coaching game.

Now, 2025, it's shaping
up to be next level.

We're kicking off the year with
powerhouse sales leaders from zoom

and Sysdig to tackle questions like.

What makes a great sales leader?

How do you create buy in from your team
without feeling like a dictator and

the one no one likes to talk about?

How do you hold yourself
and your team accountable?

But we want more voices.

We want your voices.

Keep sending us your feedback, guest
ideas, and the tough questions.

Together, we'll keep pushing the
boundaries of what coaching can do.

So as we close the book on 2024,
let me leave you with this.

Coaching isn't just a checkbox.

It's a craft, it's a mindset,
and it's the only sustainable

way to build teams that thrive.

Thank you for being part of this journey.

We'll see you next year, stronger,
smarter, hungrier, and until then.

Remember, coach them if
you want to keep them.

And don't forget to check the show
notes and follow us on social media.

Happy new year.

And let's make 2025 the year we
take coaching to the next level.

I hope everyone out there has a
safe, healthy, happy holiday season.