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Data Coaching: how the evolution of coaching impacts the results of organizations

In a small Brazilian company, the owner had an unpleasant surprise when he analyzed the sales area with greater attention through the Discovery platform.

Previous empirical evaluations showed a uniform performance of the commercial team. All salespeople seemed to have similar results, and it was unclear where to start exploring new opportunities in the market.


Discovery's change in approach to analysis and deployment of DdF help indicate a very different picture. A single salesperson was responsible for 50% of sales. The second place had 27% of the total. In the rest of the team, there were salespeople who accounted for 1% and 2% of the total business carried out in the placement of products on the market.


Surprising portrait and negative


Discovery demonstrated how team performance and marketing strategy could be managed in a new way. There wasn't a very specific note for each salesperson and there was no marketing strategy. Everyone did everything the same way hoping to have different results. The dashboard highlighted all the information that was invisible. In fact, the client had the data available. All that was needed was the right tool to uncover opportunities and to better highlight and harness the positive strengths of teams.


With objective data, the entrepreneur found that the general director needed to undergo training in order to review his team management approach and how to bring more impact to the company. In addition, through Discovery, he managed to develop new strategies, and together with the team, they outlined actions of what should be done to bring more results.


Data coaching


The virtues of Discovery are not exclusively credited to the reports arising from the capture and processing of data. A pioneering service by DdF, Data Coaching, provided the owner of the company with a new approach, which opened his eyes to new ways of interpreting information.


By definition, the coach is the professional who helps a person, through guidance, provocation and opening perspective to achieve a personal or professional goal. “The coaching experience of knowing how to ask exploratory questions so that the company develops new strategies and actions, so that it can make changes and grow faster”, explains the executive.


Data Coaching is a concept based on the integration of deep data of the organization with listening, support and provocation of executives so that they can devise new strategies and act", Júlia Ramalho, co-founder of DdF.

More than 45 years of expertise with international experience


Júlia Ramalho and Arian Saddam Hossain are the intelligence behind Data Coaching automation at Discovery. According to Júlia, it is often not enough just to have access to data. It is necessary to have people who can build stories and make sense of the data structured by Discovery, so we brought our experience helping to build that story.


When the company has open minded managers, Data Coaching, through the platform, is enough to streamline strategy and action. But sometimes the company needs a culture change so that everyone sees the importance of data. Or even, need training and coaching for the leaders. In this case, DdF has a network of consultants and coaches to help make the necessary transformations.


With the support of a data coach, it is possible to read the data more quickly and identify new action strategies. The coaching process provides the most appropriate management not only of the data extracted from Discovery, but also of the preparation of people to actually deal with the information.


GPS instead of KPI's


Data coaching within Discovery allows platform users to interpret the data so that they can understand the criticality of their indicators. “Data is used in traditional corporations as tools to control and punish people, rather than recognizing. In this sense, the objective of interpreting the data is an opportunity to see new possibilities for strategies and to act. And, not just keep controlling the performance. It is in fact a new mindset." says Arian Saddam Hossain, co-founder at DdF.


The evolution of the leader and coach: learning to learn


When we talk about bringing results to organizations, we talk about the importance of leaders and the team. For a long time, management was thought of only in its technical aspect. Administration courses and training provided tools for efficient management. With the emergence of coaching and various behavioral training, organizations began to value the human perspective as a differential for the organization to achieve more results. "Now we need to integrate all these and manage to meet the needs of the digital society. Organizations 4.0 can no longer leave out neither the pragmatism of data nor the human aspect." says Julia.


The "People + analytics to grow" approach by DdF helped bring the idea of ​​using data to see new possibilities in management, but also to value the human aspect for business. "Our platform helps bring more customer loyalty. For example, through the RFM model, in the marketing science dashboard, we can find out who is more loyal to the business, who is not buying (Churn), among others. This data alone doesn't say anything. It's important to have people working on customer relationships to understand what's happening and help implement new actions. In this sense, our "People" vision permeates our way of offering the solution, but also by helping organizations to bring people as the big differentiation in customer relationship." Says Arian.


The system also offers professionals who act as coaches the possibility of measuring results. Everyone enters into a different logic of management. And the impact of the coach's work also becomes part of the business result, demonstrating this through actionable information.


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