| Knowledge gaps | The content | Add the missing document or battle card. Nobody could have answered these; fix the knowledge base, not the rep. |
| Incorrect or unguarded answers | The rep | The knowledge base had something better. Coach against the transcript: the question, the answer given, what was available. |
| Frequent deferrals | Often confidence | Repeated “let me get back to you” on covered topics is a coaching conversation. |
| Low adherence | The motion | Parts of the playbook are being skipped. Coach to them, or cut items that never earn coverage. |