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April 6, 2025
Some commercial leaders hit their own numbers — and that’s where it ends.
Others know how to lift the performance of the entire team.
That difference is everything.
Because when you're scaling, you can’t rely on one leader’s personal selling ability.
You need someone who can inspire, build a system, develop talent, and turn potential into performance.
They don’t just manage dashboards.
They inspire their teams to knock down walls — and they build capability.
• They identify what’s getting in the way of performance — and remove it
• They give honest feedback in real-time, not just at the end of the quarter
• They create clear expectations and accountability
• They don’t just push — they teach
• They lead both the top performers and the ones who are struggling
Many commercial hires break down here.
They’ve managed teams — but they haven’t actually developed them.
Ask:
• How do they approach underperformance?
• What’s their coaching cadence — weekly, monthly, ad hoc?
• What tools and systems do they use to improve rep performance?
• Do they have a track record of developing managers, not just reps?
• Can they name a rep who got promoted because of their mentorship?
If they talk in generalities — or pivot back to their own sales numbers — you may have a coaching gap.
Benchmarking for coaching ability is one of the most effective ways to make your hiring process more objective.
Uncertainty is higher. Confidence is lower. Reps are distracted and anxious.
In this environment, you don’t need a hero.
You need a leader who can create clarity, coach consistently, and build a resilient team.
At Alder Brooks, we help CEOs and Investors identify commercial leaders who don’t just sell — they scale.
And coaching is at the core of that capability.
Great coaches share consistent leadership traits — here’s what to look for.
