Top 10 CRM Coaching Routines for Underperformers in 2027

1. Scorecard Coaching Framework

It ranks first because it delivers the highest behavior-change lift per coaching session, scoring 30% on behavior change in our weighted model. The framework runs in a 15-30 minute block, or 45 minutes for live call review, and ties directly to leading indicators like calls logged and MEDDIC fields updated. It works natively with Gong, Salesforce, or a simple doc, making it the most repeatable and CRM-friendly move on this list.

This is for B2B sales managers and enablement leads who want a structured, repeatable coaching scorecard rather than a one-off pep talk. It trades away spontaneity and requires manager prep, so it feels micromanaging if overused with top performers. Compared to the Underperformers Ride-Along Drill below, it demands more deliberate preparation but yields a clearer, metric-backed behavior contract. First-time managers benefit most because the script removes guesswork from the conversation.

2. Underperformers Ride-Along Drill

It ranks second as the Best Value pick because it delivers strong coaching impact without the heaviest weekly time tax, scoring high on speed to run at 20%. The drill fits a 15-30 minute block and uses the rep's real calls or deals, closing with one leading indicator to watch before the next touch. It is CRM-native, working with Gong, Chorus, or manual review, and requires only a clear manager script to execute.

This is for time-constrained sales managers who need consistent coaching but cannot prep extensively each week. It trades away the depth of a full scorecard review, so it is less suited for complex deal diagnostics or negotiation breakdowns. Compared to the Scorecard Coaching Framework above, it is lighter on structure but faster to deploy, making it ideal for weekly cadence with underperformers.

3. The 1:1 Drill

It ranks third because it turns the standard weekly one-on-one into a structured coaching session, leveraging existing meeting time without adding calendar load. The drill runs in the same 15-30 minute block as higher-ranked picks and focuses on one observed gap, whether pipeline, discovery, or forecast behavior. It is manager-led, which ensures accountability, and it ties to CRM-native tools like Salesforce or HubSpot for tracking leading indicators.

This is for managers who want to upgrade their existing 1:1 meetings rather than introduce a new standalone routine. It trades away the dedicated focus of a ride-along, so it may not catch live call behaviors that happen outside scheduled sessions. Compared to the Underperformers Ride-Along Drill above, it is less immersive but more sustainable for high-rep teams.

4. CRM Drill

It ranks fourth because it directly addresses CRM hygiene as a root cause of underperformance, a factor weighted at 10% in our model. The drill runs in a 15-30 minute block and forces reps to update fields like next-step dates, multi-thread proof, and MEDDIC criteria before the session ends. It is rep-owned, meaning the underperformer drives the activity, which builds ownership and habit formation.

This is for reps who struggle with data discipline or whose pipeline visibility is poor, and for managers who need audit trails for RevOps. It trades away call-level coaching, so it will not fix discovery or objection-handling skills directly. Compared to The 1:1 Drill above, it is more tactical and less conversational, focusing on system behavior rather than deal strategy. It works best as a corrective routine after a scorecard review identifies hygiene gaps as the primary issue.

5. Drill: Close Review

It ranks fifth because it targets the highest-stakes moment in the sales cycle, closing, where underperformers often lose deals they should win. The drill runs in a 15-30 minute block or 45 minutes for live deal coaching, replaying a real close attempt from the rep's week. It is low-lift for managers, requiring only a recorded call or a deal record from Gong or Salesforce to start.

This is for underperformers who build pipeline but fail to convert, and for managers who want to improve win rates on existing opportunities. It trades away pipeline generation coaching, so it will not help reps who struggle with prospecting or discovery. Compared to the CRM Drill above, it is more strategic and deal-focused, but it requires access to call recordings or detailed deal notes.

6. Multi-Thread Coaching Drill

It ranks sixth because it addresses a common underperformer weakness: relying on a single champion and losing deals when that contact goes dark. The drill runs in a 15-30 minute block and uses real deals to identify missing stakeholders, then assigns actions to map and engage them. It is medium-lift, requiring manager facilitation to guide the rep through account mapping and outreach planning. This directly improves deal risk and forecast accuracy, scoring high on deal impact at 20%.

This is for B2B sales teams where deals involve multiple decision-makers, and for reps who struggle to expand their reach within accounts. It trades away call-level skill coaching, so it will not improve discovery questions or presentation delivery. Compared to Drill: Close Review above, it is more proactive, preventing losses rather than analyzing them after the fact. It works best for underperformers who have pipeline but face frequent stalls due to unengaged stakeholders.

7. Underperformers Champion Drill

It ranks seventh because it focuses on building internal champions, a skill that underperformers often lack and that directly drives deal momentum. The drill runs in a 15-30 minute block and uses a manager-led script to identify, qualify, and nurture a champion within each target account. It is repeatable across the rep's pipeline and ties to CRM fields for champion contact and engagement level.

This is for underperformers in complex sales cycles where a strong champion is critical to winning, and for managers who want to systematize relationship-building. It trades away broad skill development, focusing narrowly on champion identification and leverage. Compared to the Multi-Thread Coaching Drill above, it is more relationship-centric and less about account mapping breadth. It works best when the rep already has some pipeline but needs to deepen key relationships to move deals forward.

8. The Prospect Drill

It ranks eighth because it targets the top of the funnel, where underperformers often fail to generate enough qualified opportunities. The drill runs in a 15-30 minute block and uses the rep's actual prospecting list to refine targeting, messaging, and follow-up cadence. It is rep-owned, meaning the underperformer drives the activity, which builds self-sufficiency in lead generation. This routine is low-lift for managers but requires the rep to bring real prospect data to the session.

This is for reps who have low activity levels or poor conversion from prospecting to meetings, and for managers who need to boost pipeline volume. It trades away deal-level coaching, so it will not help with closing or negotiation skills. Compared to the Underperformers Champion Drill above, it is more about quantity and initial outreach rather than deep relationship building. It works best for underperformers who are not generating enough meetings to sustain their quota.

9. Demo Drill

It ranks ninth because it improves demo quality, a critical skill that directly influences deal progression and win rates for underperformers. The drill runs in a 15-30 minute block and uses a recorded or live demo replay to critique discovery, product presentation, and objection handling. It is low-lift for managers, requiring only a demo recording or a live session to review.

This is for underperformers who get meetings but fail to advance deals past the demo stage, and for managers who want to improve product storytelling. It trades away pipeline generation and account strategy, focusing solely on the demo moment. Compared to The Prospect Drill above, it is more skill-specific and less about activity volume. It works best when paired with a scorecard framework to ensure the demo review leads to a specific, measurable improvement in the next presentation.

10. Scorecard: Negotiation Review

It ranks tenth because it addresses negotiation skills, a high-stakes area where underperformers often leave money on the table or lose deals entirely. The drill runs in a 15-30 minute block or 45 minutes for complex deals, using a scorecard to evaluate the rep's negotiation tactics against best practices. It is medium-lift, requiring manager preparation to review deal history and identify negotiation gaps.

This is for underperformers who consistently discount too heavily or fail to hold value, and for managers who want to protect margin. It trades away broad coaching coverage, focusing exclusively on the negotiation phase of the sales cycle. Compared to the Demo Drill above, it is more strategic and financially focused, but it requires more manager prep to execute well.

How we ranked these

We ranked each routine by weighting behavior change at 30%, speed to run at 20%, deal and pipeline impact at 20%, repeatability at 15%, CRM and call-data fit at 10%, and manager skill required at 5%. We drew on patterns from Gong, MEDDIC Academy, Winning by Design, Force Management, Challenger, and Salesforce and HubSpot manager playbooks. Each technique was scored on how well it shifts rep behavior and pipeline outcomes in one session.

We deliberately ignored flashy frameworks that reps ignore after one session, as well as any routine lacking a clear metric or a Gong clip. We also excluded methods that require heavy manager skill or that are not repeatable. The focus stayed on practical, CRM-native coaching moves that managers can run with real calls, real deals, and real forecast stakes, ensuring the rankings reflect what actually works in the field.

Related questions

What is the best CRM coaching routine for underperformers?

The Scorecard Coaching Framework is the best overall pick. It is a repeatable coaching scorecard that fits CRM-native coaching, works with Gong, Salesforce, or a simple doc, and focuses on one clear behavior change and one metric to watch. It requires manager prep but delivers high leverage in 15-30 minute sessions.

How do you run a ride-along drill for underperformers?

The Underperformers Ride-Along Drill is a medium-lift routine. Managers observe a live call or replay a recorded one, then walk through the observed gap, practice or replay a real example, and agree on one leading indicator like calls logged or meetings booked. It provides strong coaching impact without a heavy weekly time tax.

What is the Scorecard Coaching Framework?

It is a coaching scorecard for underperformers that managers use to change behavior on the next call, deal review, or 1:1. The format is CRM-native, run in Gong, Salesforce, or a doc. The rep leaves with one clear behavior change and one metric to watch, making it a repeatable move.

How do you coach underperformers using CRM data?

Use the CRM Drill routine. It is rep-owned and focuses on updating CRM fields like next-step dates, MEDDIC fields, or multi-thread proof. In a 15-30 minute block, review the observed gap, practice with a real example, and lock a leading indicator. This ties coaching directly to CRM hygiene and pipeline accuracy.

What is the best value CRM coaching routine?

The Underperformers Ride-Along Drill is the best value pick. It offers strong coaching impact without burning manager hours every week. It is a medium-lift routine that uses real calls and deals, and it fits CRM-native coaching. Managers can run it in 15-30 minutes and see behavior change.

How do you run a 1:1 drill for underperformers?

The 1:1 Drill is manager-led and fits CRM coaching. In a 15-30 minute block, open with the observed gap, walk through the framework, have the rep practice or replay a real example, and agree on one leading indicator. It is repeatable and works with Gong, Salesforce, or a simple doc.

What is the Multi-Thread Coaching Drill?

It is a medium-lift routine that focuses on getting reps to engage multiple stakeholders in a deal. In a coaching session, review a real deal, identify missing threads, and practice how to add them. The rep leaves with a clear behavior change and a metric like multi-thread proof updated in the CRM.

How do you use call review for coaching underperformers?

Use the Drill: Close Review routine. It is low lift and focuses on reviewing recorded calls to improve closing skills. In a 15-30 minute session, replay a real call, discuss what went well and what to change, and set a leading indicator like next-step dates. This ties coaching to call data.

FAQ

What is the best CRM coaching routine for underperformers?

The Scorecard Coaching Framework is the best overall. It is a repeatable coaching scorecard that fits CRM-native coaching, works with Gong, Salesforce, or a simple doc, and focuses on one clear behavior change and one metric to watch. It requires manager prep but delivers high leverage.

How do you run a ride-along drill for underperformers?

The Underperformers Ride-Along Drill is a medium-lift routine. Managers observe a live call or replay a recorded one, then walk through the observed gap, practice or replay a real example, and agree on one leading indicator like calls logged or meetings booked. It provides strong coaching impact without a heavy weekly time tax.

What is the Scorecard Coaching Framework?

It is a coaching scorecard for underperformers that managers use to change behavior on the next call, deal review, or 1:1. The format is CRM-native, run in Gong, Salesforce, or a doc. The rep leaves with one clear behavior change and one metric to watch, making it a repeatable move.

How do you coach underperformers using CRM data?

Use the CRM Drill routine. It is rep-owned and focuses on updating CRM fields like next-step dates, MEDDIC fields, or multi-thread proof. In a 15-30 minute block, review the observed gap, practice with a real example, and lock a leading indicator. This ties coaching directly to CRM hygiene and pipeline accuracy.

What is the best value CRM coaching routine?

The Underperformers Ride-Along Drill is the best value pick. It offers strong coaching impact without burning manager hours every week. It is a medium-lift routine that uses real calls and deals, and it fits CRM-native coaching. Managers can run it in 15-30 minutes and see behavior change.

How do you run a 1:1 drill for underperformers?

The 1:1 Drill is manager-led and fits CRM coaching. In a 15-30 minute block, open with the observed gap, walk through the framework, have the rep practice or replay a real example, and agree on one leading indicator. It is repeatable and works with Gong, Salesforce, or a simple doc.

What is the Multi-Thread Coaching Drill?

It is a medium-lift routine that focuses on getting reps to engage multiple stakeholders in a deal. In a coaching session, review a real deal, identify missing threads, and practice how to add them. The rep leaves with a clear behavior change and a metric like multi-thread proof updated in the CRM.

How do you use call review for coaching underperformers?

Use the Drill: Close Review routine. It is low lift and focuses on reviewing recorded calls to improve closing skills. In a 15-30 minute session, replay a real call, discuss what went well and what to change, and set a leading indicator like next-step dates. This ties coaching to call data.

What is the Underperformers Champion Drill?

It is a manager-led routine that uses a champion within the account to coach underperformers. In a session, review a deal, identify the champion, and practice how to leverage them for multi-threading and deal advancement. The rep leaves with a clear behavior change and a metric to watch.

How do you run a demo drill for underperformers?

The Demo Drill is low lift and focuses on improving demo skills. In a 15-30 minute block, have the rep practice or replay a demo, then discuss what to improve. Agree on one leading indicator like demo-to-meeting conversion. This routine is CRM-native and repeatable.

Sources

• https://www.gong.io/
• https://www.meddicc.com/
• https://www.winningbydesign.com/
• https://forcemanagement.com/
• https://www.challenger.com/
• https://www.salesforce.com/
• https://www.hubspot.com/

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