Make Managers Multipliers: The 7X ROI CROs Are Missing with Colum Lundt

In this episode of Coach2Scale, CoachEm CEO and co-founder Colum Lundt joins host Matt Benelli to unpack a critical but often overlooked reality in sales leadership: frontline managers are the linchpin to scalable growth, yet they’re routinely undertrained, overwhelmed, and underleveraged. Colum shares firsthand insights on why simply promoting great reps into management roles isn’t working and how the right tools, data, and AI-powered systems can transform managers from reactive deal chasers into proactive skill builders.

Listeners will walk away with a clearer understanding of how AI should act as a copilot, not a crutch; the compounding impact of consistent developmental coaching over deal coaching; and how to drive real behavior change in reps without adding more to a manager’s plate. If you’re a CRO thinking about enablement, productivity, and long-term performance, this episode offers a sharp, no-nonsense look at what’s broken and what you can do to fix it.

Key Takeaway

1. Frontline Managers Are the Most Underdeveloped Yet Most Critical Role in Sales
Managers get the least training and the most pressure, yet their influence has the highest ROI, up to 7–8x for every dollar invested.

2. AI Should Be a Copilot, Not a Replacement
The future of sales management lies in AI that augments human leadership by handling prep, surfacing insights, and reducing cognitive overload, not replacing empathy and accountability.

3. Developmental Coaching Is What Scales, Not Deal Coaching
Skills coaching “between the games” has far more long-term value than reactive deal coaching, which often reinforces short-term thinking.

4. Manager Span of Control Has Exploded
The average frontline manager is managing too many reps with too many tools and no time to coach; CoachEm helps them scale themselves without sacrificing quality.

5. Change Fatigue and Tech Overload Are Crushing Sales Teams
Especially in mid-market, reps and managers are drowning in tools and new initiatives without a clear structure or prioritization, which undermines focus and execution.

6. AI-Powered Role Play Is a Breakthrough for Enablement at Scale
CoachEm’s integration with Hyperbound lets companies simulate real conversations—both for reps and for managers dramatically improving readiness without needing live trainers.

7. CoachEm Makes Performance Coaching Measurable and Repeatable
The platform uses CRM, call transcripts, and behavioral data to show exactly what’s working and what’s not, down to missed calendar invites that slow deal velocity.

8. The Best Reps Still Need Coaching, They Need Different Coaching
Even top performers benefit from sharpening specific skills; the right system gives managers the data to coach everyone, not just the squeaky wheels.

9. Customer Success Is the Next Frontier for Coaching Execution
As more CSMs are pulled into revenue roles, CoachEm is expanding to support upsell, cross-sell, and relationship-building motions as rigorously as sales.

10. If You Want to Fix Sales Productivity, Start by Fixing the Manager Experience
Sales cultures that prioritize manager development first see better rep retention, stronger pipelines, and more consistent execution across teams.