Episode 21: Why your sales coaching isn’t working - and how to fix it for good I Ambre Jeanneau from Scaling Edge

Dominic speaks with Ambre Jeanneau, former Head of Sales
Enablement at Parloa, about one of the most misunderstood topics
in sales: coaching.


Together they explore how to move away from one-off sales
trainings and inspirational sessions and toward structured,
scalable coaching embedded in the day-to-day of your sales
managers.


Ambre shares her experience driving enablement in hyper-growth
environments and explains why sales leaders often default to
"doing it themselves" instead of coaching—and what to do about
it.


This episode is packed with tactical insights on:




How to define coaching (vs. training or feedback)




Micro-coaching moments and where to build them in




Reframing managers as enablers, not just operators




Why adoption fails - how to make it sticky




Designing a coaching culture even without external budget




Favorite Quote: "It’s not about one inspirational session - it’s
about consistent, structured conversations that shape behavior
over time."


Mentioned Resources:




LinkedIn Profile Ambre Jeanneau




LinkedIn Profile Dominic




Ambre's Enablement Handbook




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Chapters:


02:10 Why managers avoid coaching- and how to fix that05:16
Embedding coaching into existing meetings07:26 The difference
between coaching, feedback and training10:06 Micro-coaching
examples that actually work13:42 How to align expectations around
what “coaching” means17:09 Training vs. application: where most
companies go wrong19:35 Building psychological safety through
coaching