What was happening.
After a phone interview taken in my underwear, I joined Dell as a sales performance coach in Ireland, the entry point into a career that would take me through global enablement, analytics and AI.
← All work
2004–20062 min read
Dell · GTM Sales Performance Coach
Entered tech coaching performance across Dell's European sales floor.
Performance management specialist assessing and optimising individual and team productivity across Dell's sales organisation, the start of twenty years in tech.
Case at a glance— 01
Problem type
Redesign at scale
The mandate
Translate raw productivity data into specific, repeatable coaching that moved the needle for individual reps and team leaders.
Workstreams
1
Distinct parts of the intervention
Headline result
1
Entry into tech
Measured outcomes— 02
1
Entry into tech
EMEA
Coverage
Data-led
Coaching model
2 yrs
Foundation for GTM career
The situation— 03
What had to change.
Translate raw productivity data into specific, repeatable coaching that moved the needle for individual reps and team leaders.
What changed
— 04The moves that made the difference.
The intervention, broken into the moves that mattered.
01
4 movesHighlights
- Assessed individual and team productivity across Dell's sales organisation.
- Built coaching plans grounded in performance data, not gut feel.
- Partnered with frontline managers to embed coaching as part of the operating rhythm.
- Laid the foundation for the GTM enablement work I would later lead at scale.
Recognise the problem?
Tell me what you are trying to change.
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What it demonstrates
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What it demonstrates
Diagnose before optimising: the apparent retention problem was really an acquisition problem.
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