The Baggies have lost back-to-back games after a league loss to Burnley and an FA Cup defeat to Bristol City, whereas Coventry ended a three-game losing run with a victory over Huddersfield Town last weekend.
Match preview
Life under the stewardship of Carlos Corberan has hit its first difficult period for West Brom, who looked unstoppable during a six-game unbeaten run which included four-consecutive Championship victories.
A trip to Turf Moor in Albion's final second-tier fixture of January always looked like a real test of the side's promotion credentials, and in truth apart from taking an early lead courtesy of Darnell Furlong, West Brom looked second-best in a match for the first time under former Huddersfield boss Corberan.
Nathan Tella and Scott Twine netted for Vincent Kompany's side in the second period to hand the Baggies their first defeat in the league since before Christmas - although there is not much shame in losing to a side that looks set to canter to the Championship title.
If a loss in Lancashire against Burnley was expected, then the 3-0 defeat to Bristol City in the FA Cup last weekend was Corberan's first unacceptable result since taking over in the Black Country, with a brace from Sam Bell and an Alex Scott goal condemning Albion to a fourth-round exit.
Despite back-to-back defeats there is no cause for concern within the Baggies camp - with 18 games to go in the Championship and third-placed Middlesbrough only four points better off, West Brom know a continuation of their form under Corberan will lead to playoff football in May.
Coventry kept their playoff hopes alive last weekend as they earned their first maximum of 2023 after beating struggling Huddersfield 2-0 at the Coventry Building Society Arena.
The Sky Blues' top scorer Viktor Gyokeres turned provider against the Terriers, setting up both Gustavo Hamer and Kasey Palmer for second-half goals, with the 24-year-old Swede now boasting 16 goal contributions for the campaign so far.
Another pleasing aspect of Coventry's performance for manager Mark Robins must have been that his side managed to keep their first clean sheet in five matches, an achievement aided by the debut of on-loan Burnley defender Luke McNally as part of a back three with Callum Doyle and Jonathan Panzo.
That win moved Coventry up to 13th in the Championship standings, five points behind sixth-placed Blackburn Rovers who were involved in FA Cup action last weekend, similar to many of the second-tier clubs.
Robins's men face a difficult start to February as they clash with three teams occupying top-10 positions in the league, however a set of fixtures against West Brom, Luton Town and Millwall present a good opportunity to take significant points off some of their playoff-chasing rivals.
West Bromwich Albion Championship form:
L
W
W
W
W
L
West Bromwich Albion form (all competitions):
W
D
W
W
L
L
Coventry City Championship form:
L
D
D
L
L
W
Coventry City form (all competitions):
D
D
L
L
L
W
Team News
West Brom moved to strengthen their midfield options on transfer deadline day with Marc Albrighton and Nathaniel Chalobah joining the club - both could make their Albion debuts on Friday night against the Sky Blues.
The deal to secure 33-year-old Albrighton's services was particularly important considering the injury suffered by winger Matt Phillips during the FA Cup success over Chesterfield, with the former Queens Park Rangers man expected to be out for several months.
Karlan Grant will be available for selection on Friday after his proposed move to Swansea City failed to materialise, perhaps caused by Albion's inability to get Chelsea loanee Omari Hutchinson to The Hawthorns on deadline day.
Kyle Bartley remains out with a foot injury and fellow-defender Martin Kelly moved on loan to Wigan Athletic this week, meaning Dara O'Shea and Erik Pieters only have Semi Ajayi to compete with for two spots in Albion's central-defensive unit.
Coventry's Matt Godden made his first appearance since October in the victory over Huddersfield - the forward will provide much-needed assistance for the aforementioned Gyokeres in the visitors' attack on Friday if selected from the start.
Tyler Walker was not included in the matchday squad against the Terriers last weekend but after over a week of first-team training, the striker should be involved in some capacity at The Hawthorns.
Michael Rose should be back in contention for Friday's clash after sitting out of the Huddersfield game due a throat infection last week, however the defender may not walk straight back into a side who kept their first clean sheet of 2023 last time out.
West Bromwich Albion possible starting lineup:
Palmer; Furlong, O'Shea, Pieters, Townsend; Yokuslu, Molumby, Wallace, Swift, Diangana; Dike
Coventry City possible starting lineup:
Wilson; McNally, Doyle, Rose; Norton-Cuffy, Hamer, Shead, Bidwell; Allen, Palmer, Gyokeres
We say: West Bromwich Albion 2-0 Coventry City
West Brom will be desperate to get back to winning ways after two defeats over the past fortnight, and manager Corberan will be demanding three points and a commanding performance from his players on Friday night.