Podcast episode
How to Coach Sales Reps Using Metrics That Matter | Shaun Crimmins
30 Minutes to President's Club20 Oct 202540 min
Description
Shaun Crimmins reveals how elite sales leaders simplify the math, build winning rhythms, and coach reps with data-driven precision. 🎙️ ACTIONABLE TAKEAWAYS: Reverse engineer revenue goals into weekly sales behaviors your reps can control. Create an operating rhythm—consistent meetings, deal reviews, and cadences to eliminate chaos. Coach with metrics, not gut feel—identify data gaps, validate behaviors, and build coaching plans. Prepare like a pro—leaders must prep for every 1:1 just as reps prep for customer calls. SHAUN’S PATH TO PRESIDENT’S CLUB: HubSpot: Helped scale revenue from $60M → $300M, Series D → IPO. Vanta: Scaled revenue from $10M → $100M+, led North America sales team and doubled win rates. Gong: Leads Commercial Business in the East. RESOURCES DISCUSSED Metrics Dashboard Join our weekly newsletter Things you can steal Save $50 on any 30MPC course with code “PODCAST” Free Sales Templates, Scripts and Guides 30MPC Training: 30mpc.com/training
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Find the right accounts. And then the third week, I and our VP would then go to marketing and we start to create, all right, these are the deals we're going after outbound. What's other support? What kind of air cover can you give us? “SDRs, what can you do for these deals, right?” And then they had the whole rest of the 10 weeks of that period to just go land three of the 10 accounts as opportunities. And since they're a double ACV, you can start to see, man, we would take care of 50% of our pipeline needs for a quarter off of three deals and everybody had these big rocks that they were excited about doing that every single quarter.
And I think it really, when you bring in the concept of tiering, that's where I see this really come to life. Because I imagine that those accounts where people had a really good POV on a business case were tier one accounts. You knew you could win those and land them in a high clip or they were already a customer. You knew you could get the next land. So with tiering, we go through a similar exercise and that's where we really pressure test, “what's the plan to get in there?” And usually those tier ones, because we're using firmographic, technographic, et cetera, from ops, but it's like they should have a higher average contract value. So it's exactly, I think it's very similar in that it's kind of the money ball approach, right? Of where do I win? Where do I win my highest? And how can I leverage that in my weekly activities and my day to day? So big fan. I think there's a ton of crossover there.
that's where I see this really come to life. Because I imagine that those accounts where people had a really good POV on a business case were tier one accounts. You knew you could win those and land them in a high clip or they were already a customer. You knew you could get the next land. So with tiering, we go through a similar exercise and that's where we really pressure test, what's the plan to get in there? And usually those tier ones, “because we're using firmographic,” technographic, et cetera, from ops, but it's like they should have a higher average contract value. So it's exactly, I think it's very similar in that it's kind of the money ball approach, right? Of where do I win? Where do I win my highest? And how can I leverage that in my weekly activities and my day to day? So big fan. I think there's a ton of crossover there.
lower tier accounts, there is a way that you can sort of personalize at scale, tailor at scale. And we're doing that as well. But with those tier one lands, like you said, these marquee accounts, the big bets, what is our plan to break into these in a personalized one-to-one way and prospecting with that in mind, whether it be gifting or obviously phone calls “is huge right now, personalized emails, videos,” that type of concept we've seen resonate well and usually lead to those bigger lands. But I still think there is a world where prospecting volume or prospecting at scale, it fits in. It's just, who do you do that with? And you also brought up, what a blasphemous concept though to work with marketing on this, right? Like, hey, marketing, these are the accounts we wanna land.