This article concerns research undertaken with a cross-functional team preparing the market launch of a new product in Germany. The research aim was to find out whether there is a relationship between team and one-to-one coaching interventions and team effectiveness. Collaborative Action Research was chosen as a methodology to collect authentic, significant and trustworthy data from participants. Methods included semi-structured interviews, pre-test and post-test questionnaires, participant observation, individual and group feedback, and a researcher’s diary. The aim of the study is to demonstrate the potential for tailored coaching interventions in relation to organisational outcomes.