Commission coaching in 30 seconds:
- Focus on conversion rates by deal stage, not total revenue—it reveals coachable skill gaps
- Never open with commission figures; start with the behaviour, then show the data
- Three metrics maximum per session keeps conversations focused and actionable
- The data opens the door; trust gets you through it together
Why most sales coaching ignores the goldmine sitting in your commission reports
Here’s what frustrates me about most coaching approaches: managers have rich performance data literally attached to every rep’s paycheck, yet they rely on gut feeling when it matters. The pattern I see repeatedly? Commission reports get pulled for payroll, glanced at for quota tracking, then filed away. Nobody thinks to ask what those numbers reveal about behaviour.
7%
of sales managers use data analytics to inform their coaching strategy
That figure comes from data-driven coaching statistics 2025 research, and honestly, it explains a lot. We’re leaving the goldmine untouched. The same research shows 73% of sales managers spend less than 5% of their time coaching at all—so when coaching does happen, it’s rushed, subjective, and forgettable.
The disconnect is real. According to State of Sales Coaching 2025 survey findings, 82% of reps say coaching is critical to their success. Reps who rate their coaching as excellent are 50% more likely to hit quota. They want this. They just don’t want it to feel like a salary interrogation.
My take? Commission data isn’t a weapon. It’s a mirror. When used properly, it shows reps exactly where their effort converts—and where it leaks. That’s coachable. That’s specific. That’s what actually moves the needle.
Three commission metrics that reveal what pipeline numbers hide
Not all metrics deserve airtime in a coaching conversation. I’ve watched managers drown reps in spreadsheets, thinking more data equals better coaching. It doesn’t. Three or four metrics maximum—that’s the sweet spot. More than that and you’re scattering focus.
Commission metrics that actually drive development conversations
- Conversion rate by deal stage
Forget total revenue for a moment. Look at where deals stall. If a rep converts strongly from discovery to proposal but drops off at negotiation, that’s a specific skill gap—objection handling, pricing confidence, or stakeholder management. Pipeline reports show you deals; commission breakdowns show you patterns.
- Average deal size relative to discount rate
A rep hitting quota through heavy discounting isn’t winning—they’re borrowing against margin. Commission data exposes this faster than pipeline reports because you see the actual payout relative to potential. If discounts are eating into variable pay, the numbers speak louder than any feedback you could give.
- Time-to-close variance across deal types
Some reps excel at transactional deals but struggle with complex, multi-stakeholder opportunities. Commission timing reveals this—consistent payouts on small deals, sporadic spikes on enterprise. That pattern tells you where to focus development.
The mistake I made early on was treating these metrics equally for every rep. Context matters. A new hire needs focus on conversion fundamentals. A seasoned rep might need challenge on deal size or cycle compression. Match the metric to the development stage.
Which metric to prioritise by rep profile:
If your rep is new (under 12 months): Start with conversion rates. They need to understand where deals leak before worrying about optimisation.
If your rep hits quota but discounts heavily: Focus on deal size versus discount correlation. Show them the margin impact in pounds.
If your rep closes but takes too long: Examine time-to-close by deal type. Often reveals over-engineering or stakeholder avoidance.
What connects all this to broader operational visibility is worth considering too. Understanding how commission automation in marketing ops streamlines data flow helps managers spend less time pulling reports and more time actually coaching.
Turning numbers into conversations your reps won’t dread
The data is only half the battle. I’ve seen managers armed with perfect metrics completely destroy trust by opening with “Your commission shows you’re struggling.” That’s not coaching. That’s ambush.
Practical tip: Never lead with the numbers. Start with the behaviour you observed, then introduce data as supporting evidence. “I noticed you’re spending more time on proposals lately—when I looked at your stage conversion, I could see why that might feel frustrating” lands differently than “Your conversion rate dropped.”
I remember coaching Tom, an enterprise AE I managed for two years at a B2B SaaS company in Manchester. His commission data showed consistent underperformance on multi-stakeholder deals despite strong activity metrics. Everything looked healthy on the surface—calls, emails, meetings. But the payouts told a different story.
Real case: When the numbers exposed a hidden skill gap
I’d been coaching Tom for two years when I finally pulled his commission breakdown by deal complexity. Enterprise deals with multiple stakeholders were tanking his average, while mid-market wins kept him just above water. When I showed him the pattern, his first reaction was defensive—he felt I was questioning his work ethic rather than his approach.
Took three sessions before we cracked it. Tom was rushing discovery calls with economic buyers, focusing almost entirely on the end user who’d championed the deal internally. Once we identified the gap, we worked on stakeholder mapping before proposals. His enterprise conversion improved over the next quarter—not dramatically, maybe 15%, but consistent.
The lesson? The data only opens the door. You still need trust to walk through it together.
The prep time kills most managers’ best intentions. Pulling data from your CRM, cross-referencing with commission reports, formatting something coherent—it eats hours. That’s partly why tools like www.qobra.co exist, automating the data consolidation so managers arrive at one-on-ones with insights ready, not spreadsheets to build.
Opening lines that work (and ones that don’t):
Works: “I’ve been looking at your wins this month—curious what you think made those deals move faster than your Q3 average?”
Works: “I noticed something interesting in your deal mix. Mind if I share what I’m seeing?”
Doesn’t work: “Your numbers are down. Let’s talk about what’s happening.”
Doesn’t work: “I pulled your commission data and there are some concerns.”
Honestly, I’d avoid any opening that puts the rep on defensive before you’ve established shared ground. Start curious, not critical. The data backs you up—you don’t need to lead with it like evidence in a trial.
Your questions about data-driven sales coaching
Won’t reps see this as micromanaging their pay?
It depends entirely on framing. If you position commission data as “here’s why you’re not earning more” versus “here’s what the patterns show about where we can improve together,” you get completely different reactions. I’ve found that reps actually appreciate seeing their own data when you hand them the analysis rather than just telling them about it. Transparency builds trust faster than opinions.
How often should I run data-driven coaching sessions?
Weekly rhythm works best in my experience, but not every session needs deep data analysis. I’d suggest one thorough commission review monthly, with weekly sessions touching on specific metrics only when behaviour patterns emerge. Overloading every one-on-one with numbers creates fatigue. Balance is everything.
Our commission structure is complicated—can this still work?
Complex comp plans actually make data-driven coaching more valuable, not less. Reps often don’t fully understand how their actions translate to pay when accelerators, decelerators, and SPIFFs layer on top of base rates. According to commission automation trends 2025 research, 44% of companies now use AI-powered tools to automate commission calculations—which means the data clarity problem is solvable.
What if the data shows a problem I can’t coach?
Sometimes commission patterns reveal territory problems, product-market misalignment, or lead quality issues—factors outside the rep’s control. That’s valuable information too. The data helps you advocate for your rep with leadership rather than defaulting to “work harder” advice that goes nowhere. Knowing the difference between coachable and systemic is part of your job.
The next step sits in your commission reports
The reps on your team want coaching that helps them earn more. You want coaching conversations that actually change behaviour. Commission data bridges both—but only if you use it as a development tool rather than a scorecard. Start with one metric in your next one-on-one. Watch how the conversation shifts when you’re both looking at the same numbers.
Your action plan for next week
-
Pull conversion rates by deal stage for your three reps who need development focus
-
Identify one pattern per rep—where deals stall or margins leak
-
Open your next one-on-one with curiosity, not numbers—then introduce the data as evidence