Creating a coaching culture across a global sales force

Purpose – The aim is to explore how Microsoft Advertising built a coaching culture across its global sales manager population. Design/methodology/approach – This case study illustrates how a coaching program was delivered that allowed for the complexity within the business as well as being flexible enough to meet the needs of different cultures. Findings – This practical case study material from Microsoft Advertising, a global provider of digital advertising platforms, shows how the learning and development team developed the performance coaching capability of sales managers in order to lift the performance of the global sales force. Practical implications – It explores the implications of designing a program suitable for global delivery across five continents, in ten countries and with 22 nationalities of participants, as well as the practicalities of delivery. Originality/value – This paper provides information on the coaching culture across Microsoft Advertising's global sales manager population.