CRO · Playbook · Intermediate · Saves 40+ hours
Underperformer Management Guide
A guide for managing underperforming sales reps.
What's included
- Performance diagnosis
- Root cause analysis
- Intervention strategies
- Coaching approaches
- PIP process
- Transition planning
- Documentation requirements
Best used when
- Managing struggling reps
- Diagnosing performance issues
- Deciding up or out
- Building improvement plans
The template
The Template
PERFORMANCE DIAGNOSIS
Diagnosis Framework
PERFORMANCE DIAGNOSIS
REP: _______________
PERIOD: _______________
QUOTA ATTAINMENT: ____%
ROOT CAUSE ANALYSIS:
SKILL ISSUES:
☐ Prospecting weakness
☐ Discovery gaps
☐ Presentation skills
☐ Closing ability
☐ Account management
WILL ISSUES:
☐ Low motivation
☐ Attitude problems
☐ External distractions
☐ Cultural misfit
☐ Role mismatch
EXTERNAL FACTORS:
☐ Territory quality
☐ Lead volume
☐ Product-market fit
☐ Manager support
☐ Tools/resources
PRIMARY ROOT CAUSE: _______________
COACHABILITY ASSESSMENT:
☐ Accepts feedback
☐ Takes action on feedback
☐ Shows improvement
☐ Self-aware
Overall: Coachable / Not coachable
Diagnosis Matrix
| Root Cause | Indicators | Intervention | Timeline |
|---|---|---|---|
| Skill | Metrics miss, deals lost | Coaching/training | 90 days |
| Will | Attitude, effort | Motivation discussion | 30 days |
| External | Context-specific | Remove barrier | Varies |
| Fit | Pattern across all | Exit conversation | 30 days |
INTERVENTION STRATEGIES
Intervention Ladder
INTERVENTION APPROACH
LEVEL 1: INFORMAL COACHING
Duration: 2-4 weeks
Actions:
☐ Increase 1:1 frequency
☐ Targeted skill coaching
☐ Deal ride-alongs
☐ Additional training
Document: 1:1 notes only
LEVEL 2: FORMAL CONVERSATION
Duration: 30 days
Actions:
☐ Clear expectations set
☐ Written summary
☐ Specific improvement areas
☐ Consequences discussed
Document: Email summary
LEVEL 3: PERFORMANCE PLAN (PIP)
Duration: 30-60 days
Actions:
☐ Formal PIP document
☐ HR involvement
☐ Weekly check-ins
☐ Clear success criteria
Document: Formal PIP
LEVEL 4: SEPARATION
Actions:
☐ HR coordination
☐ Transition plan
☐ Exit conversation
☐ Severance (if applicable)
Frequently asked questions
What is the Underperformer Management Guide?
A guide for managing underperforming sales reps.
Who is the Underperformer Management Guide for?
It is built for CROs and their teams working on Sales Management. The AI coach adapts it to your company, stage, and goals.
How long does the Underperformer Management Guide take to use?
It saves roughly 40+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the Underperformer Management Guide free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Underperformer Management Guide?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.