Every sales leader wants to coach more. Few have enough time.
Aaron Verasammy, Chief Sales Officer at Meevo, believes AI changes that equation, not by replacing managers, but by helping them focus their coaching where it matters most.
Rather than relying on a conversation intelligence platform, Aaron’s team built their own intelligence layer beneath it. The goal, as he explained during a recent Winalytics peer roundtable, was simple: “We want to own the context, and we want to own the intelligence.”
That philosophy has reshaped how his team coaches, measures performance, and develops sales talent.
Aaron’s approach centers on three ideas.
1️⃣ Own the Intelligence, Not Just the Tool
Conversation intelligence platforms generate enormous amounts of data, but Aaron believes organizations should own the intelligence they create.
His team built a data warehouse that connects call recordings, CRM activity, coaching metrics, and AI analysis into a single operating layer. Every morning, managers receive prioritized coaching recommendations, while reps receive their own performance summaries before one-on-one meetings.
2️⃣ Make Coaching Visible and Measurable
One of Aaron’s biggest lessons was that coaching only improves behavior when progress becomes visible.
His team uses AI-generated scorecards, benchmarks, and trend reporting to help every rep understand where they stand and what improvement looks like.
“We show them, ‘Here’s your scorecard. Here’s the delta. Great job.’ Then we challenge them to get to the next level.” Coaching becomes less subjective and more about continuous improvement.
3️⃣ Train the Big Rocks Until They Stick
Aaron also cautions against trying to improve too many skills at once.
“We take time with the big rocks that you want to move,” he explained. Discovery training lasted five weeks. His team’s “Purpose, Plan, Outcome” meeting framework received two weeks of focused practice before moving to another topic.
Instead of one-off training sessions, his team repeatedly reinforces the same skill through AI scorecards, peer benchmarks, and short enablement sessions until new behaviors become habits.
At the heart of Aaron’s coaching philosophy is a simple idea: AI doesn’t replace coaching; it makes coaching more intentional.
By owning the intelligence behind customer conversations, measuring skill development continuously, and focusing teams on mastering one critical behavior at a time, sales leaders can finally begin to close the coaching gap that has challenged organizations for years.
