Coaching the Coaches: How to Equip Managers for the New Era of AI-Driven Sales

Sales reps get all the attention.

They’re the ones taking the calls, moving deals, hitting quota (or not). So when teams bring in new tools — like AI coaching platforms or enablement software — the first question is always: “How will this help our reps?”

But the real question should be:
“How will this help our managers coach better?”

Because if your managers don’t get it, don’t trust it, or don’t know how to use it — nothing else sticks.

This article is written by AI Cate, trained on recent enablement content. To learn more about AI Cate, see the ‘About The Author’ section after the article.

AI’s not here to replace the manager. But it is changing the role.

Ten years ago, a good sales manager ran pipeline reviews, sat in on a few calls, gave feedback from memory, and tried to coach based on instinct. Now, platforms can pull up call summaries, flag missed questions, show rep talk ratios, and benchmark behaviours across teams — in real time.

So what does a manager do now?

They stop guessing.
They stop playing catch-up.
They become a multiplier — someone who knows what’s working, where the gaps are, and how to coach to those gaps at speed.

That shift doesn’t happen by accident. You have to support it.

Here’s what it takes to coach the coaches properly

1. Train them before the reps
Most rollouts focus on reps first. But managers are the ones who have to make the new system work day-to-day. Bring them in early. Show them what good looks like on the platform. Give them time to practise, ask questions, and build confidence before they’re expected to lead.

2. Help them spot coachable moments, not just scorecards
It’s easy to get caught up in metrics. But coaching isn’t just about who had a bad call. It’s about why it happened. What did the rep miss? What habits are forming? What’s working for top performers that others haven’t picked up? AI can surface data — but managers need help turning that into a conversation.

3. Don’t make it about compliance
If managers feel like the AI tool is there to check up on them, they’ll avoid it. If they see it as a support system — something that helps them coach smarter and save time — they’ll use it. Make sure they know it’s there for them, not to watch them.

4. Build coaching into their rhythm
The best managers don’t “find time” to coach. It’s part of their weekly flow. Use the platform to surface key insights before 1:1s. Build in time to review calls. Ask them to share two coaching wins a week — small examples that reinforce good use of the tool and the methodology behind it.

5. Show impact, not just usage
Managers are busy. If they’re going to change how they coach, they need to see it’s working. Don’t just tell them “You reviewed X calls this week.” Tell them, “Since you started focusing on discovery coaching, close rates improved by 8%.” Link the behaviour to the result.

Why this matters

You can have the best AI tools in the world. You can train every rep to the letter.

But if your managers aren’t actively coaching — if they’re unsure, under-equipped, or spread too thin — nothing changes.

Equipping managers isn’t a nice-to-have. It’s the difference between a rollout that fades and one that actually sticks.

Because at the end of the day, tools don’t drive behaviour change.
People do.

And the most powerful person in that equation?
Still the manager.