Do You Need Industry-Specific Coaching? The Industry Knowledge Myth
A VP in the medical device space asked me last month: “You've never sold med devices. How can you coach me?” Here's what I told him.
The assumption: You need a coach from your exact industry
The reality: Industry knowledge ≠ coaching effectiveness
The controversial truth: Industry-specific experience might actually be a limitation
Promise: You'll understand when industry matters and when it doesn't
The Industry-Specific Coaching Appeal
Why People Want Industry-Specific Coaches:
1. Pattern Matching
"They've seen my problems before"
"They know my customer base"
"They understand my market dynamics"
2. Credibility
"They'll respect me if they've done my job"
"They can speak my language"
"They won't waste time on education"
3. Fear of the Unknown
"What if they don't get it?"
"Will I have to explain everything?"
"Can they really help without context?"
4. Validation
"Someone who's been there will understand"
"They'll know this isn't my fault"
"They'll validate my challenges"
This makes sense... on the surface.
Examples where industry expertise DOES matter:
Consultant building a comp plan (needs to know market rates)
Advisor navigating regulatory compliance (needs specific knowledge)
Mentor helping you network (needs industry connections)
But coaching is different.
Why Industry-Specific Experience Can Be a Limitation
The Hidden Problem with Same-Industry Coaches:
1. They Apply Their Playbook to Your Situation
"Here's how I sold AI SaaS software" → But you're not them
"When I was at [Company X], we did Y" → But you're at Company Z
Their success story becomes YOUR template
You get advice, not coaching
2. They Have Confirmation Bias
They see your situation through their experience
They assume their approach is "the right way"
They miss opportunities you could explore
They're coaching you to be them, not yourself
3. They're Stuck in "How It Was" Thinking
"In my day, we did it this way"
Their industry experience is 5-10 years old (outdated)
Markets change, buyers change, technology changes
Their playbook was right for THEN, not NOW
4. They Make Assumptions
"I know what you're dealing with" → But do they?
They assume instead of asking
They skip discovery because they think they already know
You get less customization
Example: I could coach a cybersecurity sales VP and assume:
Long sales cycles (what I experienced)
Technical buyers (what I dealt with)
Channel-driven (how we sold)
But what if:
Their cycles are short (PLG motion)
Their buyers are business users (not technical)
They're direct, no channel
My "cybersecurity experience" would actually HURT the coaching because I'd bring assumptions instead of questions.
What Actually Matters in Coaching
Universal Challenges of Sales Leadership:
These are the same whether you're selling:
SaaS or hardware
Cybersecurity or logistics
SMB or enterprise
Direct or channel
The real problems I coach on:
1. Accountability
How to hold people accountable without micromanaging
What to do when someone consistently misses commitments
How to balance support and performance management
→ Industry doesn't matter. Humans are humans.
2. Forecasting
How to build a forecast process people actually follow
What to do when your team sandbags
How to communicate bad news to the board
→ Industry doesn't matter. Sales leaders struggle with this everywhere.
3. Hiring & Onboarding
How to assess for culture fit
What to do when a hire isn't working out
How to scale onboarding without losing quality
→ Industry doesn't matter. Talent challenges are universal.
4. Team Culture
How to build trust in a remote environment
What to do about a toxic high performer
How to maintain culture during rapid growth
→ Industry doesn't matter. People dynamics are the same.
5. Managing Up
How to manage expectations with your CEO
What to do when given unrealistic targets
How to navigate politics and influence
→ Industry doesn't matter. Organizational dynamics are universal.
6. Personal Leadership
How to find your leadership voice
What to do when you feel like an imposter
How to balance work and life
→ Industry doesn't matter. This is about YOU.
What I Need to Know:
Not your product specs
Not your customer personas
Not your go-to-market motion
What I DO Need to Know:
Your goals
Your challenges
Your constraints
Your team dynamics
YOUR situation
When Industry Knowledge Actually Matters
Be honest: Sometimes it does matter.
Hire an industry-specific coach (for example I come from almost 20 years in the SaaS Enterprise Software Space) if:
1. You need regulatory/compliance guidance
Example: Healthcare, financial services
Specific laws and regulations they must know
This is more consulting than coaching
2. You need network/connections
Example: Breaking into a new industry or getting a job
They can make introductions
This is more advising than coaching
3. You need technical credibility with your team
Example: Deep-tech sales (genomics, quantum, etc.)
Your team won't respect someone who doesn't get the tech
This is more mentoring than coaching
4. Your challenge is truly industry-unique
Example: Government sales (unique procurement process)
Very specialized dynamics
Though even here, leadership challenges are still universal
Hire a coach focused on universal leadership challenges if:
Your problems are people/process/performance (not industry)
You want someone to challenge your thinking (not validate it)
You're open to perspectives outside your bubble
You value questions over answers
The Bottom Line
Industry-specific experience is overrated in coaching
The problems you're facing are human problems, not industry problems
A coach from your exact background might actually limit your thinking
What matters: Can they ask powerful questions? Will they challenge you? Are they trained in coaching methodology?
My 25 years of B2B SaaS sales leadership gives me credibility
But my ICF training gives me the ability to coach across industries
I've coached leaders in:
Cybersecurity
MarTech
Logistics
FinTech
EdTech
The challenges? Nearly identical.
The solutions? Unique to each person.
Still concerned I won't understand your situation? Let's have a 30-minute conversation and you can decide for yourself.
Other helpful resources:
Read the FAQ section here if you still have concerns
