Comcast Advertising
Sales Pitch Evaluation & Coaching — Scope of Work
Prepared by: Steven Golus
Objective
This engagement is designed to help Comcast Advertising strengthen how its sales organization positions, articulates, and sells its solutions by:
Evaluate Effectiveness
Objectively evaluating seller pitch effectiveness
Identify Gaps
Identifying individual and team-wide storytelling and positioning gaps
Provide Coaching
Providing clear, actionable coaching recommendations
Drive Improvement
Driving measurable improvement through targeted, ongoing coaching
The focus is practical: better sales conversations, clearer value articulation, and stronger in-market execution.
Scope
Seller Pitch Evaluations
20 Sellers
Evaluate presentations from approximately 20 sellers
Direct Presentation
Sellers present directly to me, ensuring consistent, objective assessment
Comprehensive Review
Evaluation covers both content (what is said) and delivery (how it is said)
Deliverables
Individual Written Evaluations (Per Seller)
Each seller receives a concise written assessment covering:
01
Strengths
What is working
02
Gaps
Storytelling, positioning, market framing, or delivery issues
03
Actionable Recommendations
Specific improvements to apply immediately
Deliverable 2
Pros & Cons Summary
Snapshot View
Bullet-point summary for each seller
Peer Comparison
Effectiveness relative to peers
Deliverable 3
Recommended Course of Action
For each seller, a clear recommendation indicating:
1
Minor Adjustments
Messaging or emphasis tweaks
2
Targeted Coaching
Targeted one-on-one coaching
3
Broader Intervention
Broader intervention or role reassessment, if needed
Deliverable 4
Executive Summary for Leadership
A roll-up view highlighting:
Common Strengths
Common strengths across the team
Systemic Gaps
Systemic gaps in storytelling or positioning
Priority Actions
Priority actions to elevate overall sales effectiveness
Ongoing Coaching (Included)
To ensure evaluation translates into performance improvement:
One-on-One Coaching
- Targeted coaching for selected sellers
- Focused on live pitches, active deals, and real objections
- Emphasis on clarity, confidence, and consistent value articulation
Reinforcement & Follow-Up
- Optional group or small-team sessions to address common gaps
- Reinforcement of best practices identified during evaluations
Outcome
Clear Visibility
Clear visibility into seller performance
Actionable Roadmap
Actionable coaching roadmap
Consistent Conversations
More consistent, confident, solutions-oriented sales conversations
Strategic Alignment
Stronger alignment between strategy and execution