Atrium’s Sales Coach is an AI-driven sales management assistant that provides contextual, practical metrics synthesis, coaching and managerial recommendations, and automatically generates next step communications - all to help sales managers, reps, and leaders more easily and quickly improve their performance.
Atrium Sales Coach on Alert Preview Tiles, Detailed Card Views, and the Sales Coach Overlay
Table of Contents:
- Demo Videos
- Why We Made It
- How It Works
- What Kind of Insights Does It Work With
- Where It Shows Up
- Sales Coach "Next Steps"
- Sales Coach FAQs
Atrium Sales Coach In Action
Atrium Sales Coach on Strategy Insights
Atrium Sales Coach on a Rep's Profile Page
Sales Coach Overview Demo Video
Sales Coach on Rep Profile Pages
Sales Coach for Teams
"Leader" Sales Coach Across Disciplines and Role "Families"
Positive-Only Sales Coach
Sales Coach Next Steps
While Atrium provides easy access to all the metrics that matter for sales teams, and even monitors and interprets those metrics for managers, sometimes folks can get stuck on why a certain insight might matter, and what to “do next.”
“What should I do about this issue?”
Sales Coach tackles this exact problem by providing context (“So What?”) and suggested next actions (“Now what?”) to managers, operations, and leaders, helping facilitate the next step after an Atrium insight.
Sales Coach uses the latest AI-powered Large Language Model models to provide context and suggestions on all Atrium metric types (AE, SDR, AM / CSM), all alert types (positive or warning), for both individual reps and teams, and even combination of alerts in Strategy Insights.
To launch Sales Coach, simply click the “Sales Coach” button that shows up on Atrium alerts.
This includes alert preview tiles:
Sales Coach in the Atrium “Who Might Need Help” Tray:
Sales Coach on the Rep & Team Profile Page:
Detailed cards in an alert state.
And Strategy Insights
Clicking on the Sales Coach button in those locations will launch the Sales Coach overlay, and start the process of creating an AI-generated explanation and coaching recommendations.
The recommendation content streams in alongside the associated Atrium insight.
Single Alert Sales Coach
Strategy Insight Sales Coach
This is what it looks like in practice!
Sales Coach provides all manner of helpful context and recommendation. This includes logical next actions (e.g. “This SDR has low calling volume compared to their peers - have you considered they might fearful of calling and need more training?”) to less obvious suggestions (e.g. “This AE has 50% more meetings than his peers - be sure that he’s not overloading his calendar to the detriment of his pipeline management.”)
What to do about low meeting volume?
What to do about a declining Average Selling Price situation?
What to do about an AE with low bookings that seem to be caused by a low Average Selling Price, a Lower Win Rate, but who has far more Opportunities than peers?
What should I do about this AE, in general?
What to do about a low email engagement rate situation?
What to do with an SDR with low opp creation and low calling activity?
What should I do with this SDR, in general?
What to do when a team’s pipeline inflow erodes?
Sales Coach is also aware of who it's "speaking to." Most of the screenshots in this document are "manager-facing", but when a rep is looking at their own performance data, Sales Coach is mindful of this. This includes reminding reps to proactively engage their managers for assistance.
This can be useful as it helps reps take control of their business, and self-manage and self-coach. It helps them be partners in their success with their managers, and come to 1:1s prepared to address critical performance topics.
Sales Coach coaching an SDR with low call volume:
Sales Coach coaching an SDR based on their performance profile snapshot:
Sales Coach coaching an AE with a low ASP and Average Opp Size:
Sales Coach coaching an AE with a high bookings, but an Average Selling Price improvement area:
A key part of successful sales management is a healthy amount of encouragement and positive reinforcement. "Positive-Only" Sales Coach makes it easy for managers to quickly see what they should be celebrating and encouraging - for a rep, for a team, or for an entire sales organization.
Positive-only Sales Coach uses the same AI-driven approach as "Full" Sales Coach, but focuses on the positive aspects of a rep's, team's, or organization's performance.
It's perfect for use before a manager-rep 1:1, on the spur of the moment, or when a manager or leader wants to provide a quick morale boost.
Rep-facing Rep-Profile Positive-only Sales Coach
Manager-Facing Team Positive-Only Sales Coach
Leader-facing "Whole Sales Org" Positive-Only Sales Coach
Positive-Only Sales Coach Demo Video:
One of the biggest challenges that CROs and VPs of Rev Ops struggle with are the questions "What's going on across my sales organization? What should I pay attention to? What are the themes to address? What should I do about them?"
"2nd+ Level Leader" Sales Coach ("Leader" Sales Coach) helps with precisely this, providing leaders a holistic view across their organization, and answering mission-critical questions like:
- "What are the most important themes I should be keeping an eye on, and which teams exemplify them?"
- "What should I do about these potentially problematic themes?"
- "What positive themes are present in my organization and which teams exemplify them?"
- "Which teams should I keep an eye on and why?"
- "Which teams should I be celebrating and encouraging and why?"
"Leader Sales Coach" does this by taking a similar approach to Team Sales Coach, but with a broader reach.
Users simply specify the "Role Family" (e.g., "Sellers" or "Sales Development") or specific "Role" (e.g., "Mid-Market Inside Sales") they'd like Sales Coach's analysis on, and Sales Coach will look across all the active alerts for all the relevant teams and reps, distilling and synthesizing "What's going on" across those teams and reps.
Then, leaders can further drill into teams and reps cited in the Leader Sales Coach report as they see fit.
The result is an instant "Sales Organization Health Check" of the sort that might take a sales operations manager many days or weeks to produce - but completed in a flash.
Note: For "large teams" - with 5+ managers in the consideration set, Leader Sales Coach will only consider Team-Level alerts when running its report.
For "small teams" - those with 4 or fewer manager s - Leader Sales Coach will consider Team-Level and Rep-Level alerts when running its report.
"Leader" Sales Coach Across Disciplines and Role "Families" Demo Video
Sales Coach on a team profile page scans across all high priority alerts - Tier 1 and Tier 2 metric alerts at a team level, and Strategy Insights, Tier 1, and Tier 2 metrics alerts, for all reps on that team - and distills and synthesizes a number of patterns for managers, leaders and operations staff, and provides recommendations based on that analysis.
Specifically, Team Sales Coach will call out the Top 3 Coaching Opportunities across a team, Plans of Action associated with those, which Reps to Be Worried About, which Reps to Celebrate and Encourage, Pervasive Patterns Across The Team, both positive and negative, and provides a brief Per-Rep Analysis and Coaching Plan. It's essentially a team-breakdown and writeup, in the click of a button.
Video of Sales Coach on a Team Profile Page
Sales Coach on a rep profile page takes all the active high priority alerts - Strategy Insight, Tier 1, and Tier 2 metrics alerts, and distills a top three list of focus areas, with recommended actions.
Video of Sales Coach on Profile Pages
Strategy Insight Sales Coach takes the combination of active alerts that compose a strategy insight and provides recommendations on how best to address the situation at hand.
Single Alert Sales Coach provides recommendations on how to address a single Atrium alert.
Sales Coach on Single Alerts
Sales Coach will also send licensed, sales-coach eligible leaders, managers, and reps a weekly digest of the current "Sales Coach" report for their relevant "home page". More on administering this in the Automatic Notifications support article.
Part of being a great manager is ongoing awareness of what's happening with your team day by day, week by week. This means picking out bright spots - teamwide or per rep - for reinforcement and kudos. And it also means catching potential areas for intervention and areas to stretch for - and acting on them.
Sales Coach "Daily Huddles" and "Friday Shoutouts" helps managers keep a pulse on what's happening with their teams (and helps reps keep tabs on what's happening in their performance) in bite-sized pieces on a daily basis.
Sales Coach Daily Huddles
Managers: Daily Huddles present managers with two contextual insights on their team - "Something to celebrate" - a positive insight about a rep on the team - and "Something to stretch for" - an area for potential improvement for a rep on the team.
Reps: Rep-facing Huddles present the same two topics - but selected from that rep's performance data.
Sales Coach Friday Shoutouts
Managers: As befitting a Friday, the Sales Coach "Friday Shoutout" presents managers with three potential bright spots on the team for shouting out - to the rep, to the team, publicly, privately - however the manager sees fit.
Reps: Similarly, rep-facing Friday Shoutouts provides direct reinforcement to reps by presenting two potential bright spots.
Sales Coach Communication Schedule
|Sales Coach Report||Daily Huddle||Daily Huddle||Daily Huddle||Friday Shoutouts|
Manager-facing Daily Huddle
Rep-facing Daily Huddle
Sales Coach is an awesome AI-driven sales management assistant that has to date focused on "synthesis" of data-driven insights and "recommendation" of what to do about those insights - but what about taking actions on the recommendations Sales Coach provides?
Sales Coach "Next Steps" helps Atrium customers turn insight into action, by generating metrics-driven next steps - High Five Communications, Coaching Communications, and custom Enablement Plans - to help managers better change rep behavior in order to improve rep and team performance.
Sales Coach "Next Steps" in action with a rep "High Five Communication"
The first set of Next Steps Sales Coach supports are:
High Five Communications: Managers should constantly be on the lookout for ways to celebrate and encourage their teams and reps, and the High Five Next Step generates a data-driven communication of encouragement and praise.
Coaching Communications: Similarly, when there are areas for improvement for a team and rep (there always are), communicating that to the relevant folks is the only way to change behavior for the better. Coaching Communications generate data-driven coaching communications focused on the most important topics to address.
Enablement Plans: Lastly, when managers are looking for the most important topics to improve for a rep or a team, and specifically how to address and improve those topics, the Enablement Program Next Step provides a custom recommendation of the most topical improvement area, why it's important, and potential steps to take to address it.
Rep Facing Coaching: As with Sales Coach Reports, Sales Coach Next Steps also "speak" directly to reps - with a "Pep Talk" focused on encouraging and celebrating positive performance characteristics, a "Coaching Chat" that makes suggestions around improvement areas, and a rep-facing "Enablement Program" that focuses in on the most critical area of improvement for a rep.
Rep "Coaching Communication"
Team "High Five Communication"
Team Coaching Communication
Team "Enablement Plan"
Sales Coach uses a hosted large language model AI accessed via API from an industry leading AI service provider.
Sales Coach uses a AI partner API that bases judgments, including common gender <=> name pairings, on the consumption and distillation of large publicly text corpuses (e.g., "the internet"). For the predominant cases this leads to correct name <=> gender pairings ("Pete's higher win rate is driving his higher level of bookings.") In rare cases, though, this can lead to incorrect (eg “Chris could consider increasing his prospecting efforts” where the “Chris” on your team is actually female). In cases where there’s not a common association, Sales Coach will typically go with the old standby “their” (e.g., "Arrow's meeting volume is 30% higher than their peers. Give them a high five!"). Unfortunately specifying the gender of every person in your Atrium organization would be a heavy administrative overhead, so for now, there is not a way to avoid these rare mistakes.
Hey there! I'm Kit 3000, the Atrium Sales Coach fox! Here to help everyone be smarter, better sales managers!