I think a coaching culture isn't a problem of helping staff meet KPIs or just trying to motivate them by "believing in the company" more. I think the best company culture is one where people feel empowered and supported to explore interests, grow their knowledge and experience and get feedback on goals that are important to them within the organisational context.
I think organisations may implement (formally or informally) a culture of directive coaching where employees are essentially taught or hand-held to a particular end goal.
This may work for some, but I believe truly effective coaching is where people are led to the *questions* rather than the answers. At least where technical / software roles are concerned.