What Is the Purpose of Instructional Coaching with Erinn Cottman, ep. 238

This episode is sponsored by IRIS Connect
What is the purpose of instructional coaching?
It’s one of the most common questions I hear, and it often comes up when you search for information about instructional coaching online. Clearly, this is a topic people want to learn more about, especially now when support staff really have to justify their existence!
In this episode, Education Consultant Erinn Cottman joins me to discuss the purpose of instructional coaching and why it matters. We talk about what coaching is (and isn’t), practical strategies for building a sustainable coaching culture, and some of the biggest barriers coaches face on campus. She also explains what coaches need to do at the beginning of the year to set themselves up for success and how coaches can advocate for their role.
Erinn offers actionable tips and insights throughout our conversation. Here are some of the highlights! Listen to the full episode to get all the details!
What Is the Purpose of Instructional Coaching?
When asked this question, Erinn says that the purpose of instructional coaching is: “Teacher support and development that directly impacts the academic success of students.” She explains that coaching is the key to helping teachers grow from good to great. Instructional coaching provides the differentiated support and ongoing learning educators need to strengthen their practice. This kind of targeted support is crucial, especially since many teachers cite a lack of support as the reason for leaving their jobs.
Roadblocks That Prevent Coaches from Fulfilling Their Purpose
If you’ve been coaching for a while, you know that it’s not for the faint of heart! There’s a lot that can get in your way and prevent you from reaching your goals. When asked about challenges coaches face, Erinn identifies three major obstacles:
System Issues: This includes expecting coaches to support too many teachers, a lack of a clear schedule and planning time, and inadequate systems for managing instructional coaching responsibilities.
Competing Priorities: Inconsistent directives from school leaders and a lack of alignment in the school’s coaching approach can leave coaches feeling pulled in different directions and leave teachers unsure of expectations.
Insufficient Training: Great teachers don’t automatically become great coaches! Without targeted training in adult learning strategies and leadership skills, even the most skilled educators can feel unprepared and overwhelmed in a coaching role.
Setting Yourself Up for Coaching Success at the Beginning of the Year
What can you do at the start of the year to set yourself up for success? Erinn offers practical steps coaches can take at the beginning of the year.
Get Clear on Your Coaching Vision and Framework: Understand your school’s goals and how coaching fits into the big picture.
Build Relationships: Spend the first month connecting with teachers, clarifying your role, and establishing a consistent presence.
Establish Systems: Create strong systems from the beginning, make expectations clear, and help teachers understand the coaching process.
Know Yourself as a Leader: Develop your soft skills, identify your strengths and gaps, reflect on how you want to be perceived, and show up with intention.
Erinn emphasizes starting small, being clear about your role, and focusing on building relationships during the first few weeks (and months) of school.
How Coaches Can Advocate for Their Role and Fulfill Their Purpose
I asked Erinn how coaches can advocate for their role and stay grounded in their purpose. Here’s what she recommends:
- Clearly define your goals
- Establish strong boundaries
- Document wins
- Attend professional development and conferences
- Reflect on your practice daily
What Does a Culture of Coaching Look Like and How Do We Get There?
Throughout the conversation, Erinn emphasizes the importance of a culture of coaching in schools. She reminds us that it won’t happen overnight. As with any strategic plan, it takes time, consistency, and effort.
To begin building a culture of coaching, Erinn highlights two key components. First, schools need a clear vision and framework. This is a strategic plan that starts small and builds gradually over time.
Second, there must be a leadership mindset that fully supports coaching. Everyone on the leadership team should be on board, believe in coaching, and feel comfortable working with a coach. As she puts it, “Mindset is where I would say schools need to start with the culture of coaching.”
What Is the Purpose of Instructional Coaching?
I really enjoyed my conversation with Erinn. One thing that stood out was how clearly she broke down what it takes to develop a genuine culture of coaching, where every teacher knows, “At this school, we coach.”
For Erinn, it all starts with a clear vision, a solid plan, and the right mindset. Once those three are firmly in place, schools can begin layering in the structures and practices that support a strong, sustainable coaching system that embraces coaching for everyone, not just struggling teachers.
This episode is loaded with tips and strategies that will help you understand the true purpose of instructional coaching. Listen now using the player below or wherever you get your podcasts!
Topics and Questions Discussed in Episode 238 – What is the Purpose of Instructional Coaching? with Erinn Cottman
- What is the purpose of instructional coaching
- Creating a clear vision and setting goals
- How coaching supports ongoing, on-the-job learning that keeps teachers inspired and effective
- Common challenges coaches face and how to overcome them
- Building a sustainable coaching culture: What it means, why it matters, and how to get there
- Steps to take at the beginning of the year to set yourself up for success
- Advocating for your coaching role and how to communicate your impact
- How to develop buy-in among school leaders and teachers for coaching success
- Tips for relationship-building, setting boundaries, and tracking your wins
This episode is sponsored by IRIS Connect. IRIS Connect helps you streamline teacher development with the world’s most advanced PD facilitation system.
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Learn more
- Episode 237 – Instructional Coaching: More Feelings than You’d Expect with Leah Ruesink
- Buzzing with Ms. B on Instagram
- Join My Facebook Group: Instructional Coaching with Ms. B
- Free Instructional Coaching Jump Start Mini Course
- Erinn Cottman’s Website
- Erinn Cottman on Instagram @erinncottman
- Erinn Cottman on YouTube @erinncottman5452
- Podcast: Next Level Coaching with Erinn Cottman
- Culture of Coaching Quiz
Helpful Resources
- Instructional Coach Binder Megapack – Editable Forms, Calendars, Planning Tools
- Instructional Coaching Binder Megapack – Editable Forms, Documents & Tools on TpT
- Buzzing with Ms. B TpT Store
- Instructional Coaching Start Up Course Waitlist
- IRIS Connect
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Podcast produced by Fernie Ceniceros






