Inside the Machine

Most coaches are great at coaching, but bad at selling to organizations. Not because they lack skill, but because they've never been inside the machine. The budgets are there. The demand is there. But if you don't know who holds the money or how procurement actually works, you're guessing.

I spent a decade in People Ops, managing the budgets coaches were trying to reach, sitting in the meetings where vendor decisions got made. When I moved to the International Coaching Federation, I saw the other side: talented coaches losing work they should have won because they didn't understand how the machine operates. So I wrote the playbook.

What's inside: power mapping, procurement survival, B2B budget cycles, and how to prove ROI in language a CFO understands — not coaching jargon.