Good vs Great Leaders?

It’s tempting to think it’s all about experience, charisma, or even having the “right answers.”

But the research — and the best sales directors I’ve worked with — show something different.

Here are a few habits that keep showing up:

1️⃣ They coach more than they control.

Great leaders don’t just sit behind dashboards and track KPIs.

They spend time with their reps — listening to calls, giving feedback, asking questions that spark reflection.

This is what real Guided Development looks like: not telling people what to do, but helping them discover their own solutions.

2️⃣ They create psychological safety.

Google’s famous Project Aristotle called this the #1 factor in high-performing teams.

When people feel safe to speak up — with ideas, doubts, even failures — the whole team gets smarter.

The best leaders celebrate learning just as much as winning.

3️⃣ They align with the buyer’s journey.

In complex B2B deals, decisions are made by groups with competing priorities.

Instead of forcing a rigid “sales process,” great leaders help their teams tune into how the buying group actually makes decisions — and adapt along the way.

4️⃣ They measure skills, not just results.

Revenue is the scoreboard. But what drives it are skills and behaviours.

The best organizations define the skills that matter most, measure them consistently, and coach people to improve.

Because what gets measured gets developed.

5️⃣ They invest in continuous learning.

World-class sales leaders know yesterday’s playbook won’t win tomorrow’s deals.

They build learning into the daily rhythm: deal reviews, peer-to-peer sharing, data-driven insights.

Learning isn’t a one-off event — it’s a habit.

At the end of the day, leadership isn’t about having all the answers.

It’s about creating the conditions where your people can grow, experiment, and succeed.

💡 Which of these habits feels most important in your world right now?

💡 And what would you add to the list?