Insight

Enhancing AI Sales Enablement in 2026

IMPROVE SELLING behaviour WHEN IT MATTERS

In this guide

You already have AI. It sits in CRM, Conversation Intelligence, sales enablement platforms, LXPs and productivity suites, and Copilot or ChatGPT is only a tab away. The real decision is not whether to “add AI”. It is whether your current stack is improving seller decisions and behaviour, or just making existing work faster.

Not all AI is equal. Much AI is focused on summarising, drafting and surfacing insights after an interaction. It rarely improves qualification, stakeholder navigation, deal strategy and risk management in advance, or in the moment. It doesn’t close the loop with sales training, and encourages people to delegate their thinking to AI, getting weaker over time as a result.

So, the key question is not “Which AI sales enablement tool should I buy? but “Do we need a performance layer that enhances what we already own? And which tools can be consolidated as a result?”

What to Demand from AI Sales Enablement

Demand a closed-loop performance system that is personalised, proactive, powerful and integrated.

  • Personalised: Adapts to each user’s role, context and individual skill gaps, while reflecting company and team goals and culture.
  • Proactive: Follows up, nudges and drives accountability.
  • Powerful: Grounded in credible sales methodology and your commercial reality, with reasoning you can interrogate.
  • Present: Embedded into the workflow and connected across the stack, in-platform or as headless agents.

Why is This Important?

In a two-year impact study across 350 sellers working within 8 clients, the average validated revenue increase attributed to Imparta training and AI was $143k per person per year, with a total reported increase of $99m over two years. Ninety-six percent of users said they would recommend i-Coach AI.

Selecting Enterprise Enablement Tools

Use these criteria to separate performance improvement systems from point AI solutions and loosely wrapped LLMs.

Designed for outcomes, not answers

Look for: A system that shapes decisions and behaviour inside live opportunities, not a chatbot that waits for prompts. Ask what it can do end-to-end, including deal and account planning, qualification, decision support and performance analysis from CRM signals. Ask how it proves that behaviour changed.
i-Coach AI: Uses coordinated agents such as Deal & Account Planner, Deal Qualification, Decision Supporter and Performance Analyzer, then reinforces follow-through.

Closed-loop improvement with reinforcement

Look for: Capability across assessment, learning, practice, application, coaching, reinforcement and measurement. Reinforcement must be productised, not left to ad hoc manager effort.
i-Coach AI: Connects diagnostics to targeted learning, simulations, coaching and proactive follow-ups, including triggers driven by CRM and usage signals.

Specialist agents, not one generic assistant

Look for: An agentic map with specialist roles. Look for agents that handle call analysis, email analysis, skills assessment, knowledge testing, learning planning, roleplay, reflection, nudging and follow-up, plus expert advice and content support where appropriate.
i-Coach AI: Provides a specialist agent set, including Call Analyzer, Email Analyzer, Skills Assesser, Knowledge Tester, Learning Planner, Role-player, Reflection Tool and Nudger / Follow-Upper, anchored in Imparta sales, leadership and communication IP.

Simulations that build competence and judgement

Look for: Roleplays that are realistic, contextual and assessed against behavioural standards, not tools that only score tone or sentiment. Ask how scenarios reflect your buying roles, objections and real deal context, and how performance is evaluated against a competency model and linked to remediation. Look for breadth across skills and roles without heavy admin effort.
i-Coach AI: Creates authentic simulations grounded in proven sales methodology (or your own), assessed against role-specific behavioural models, and used for learning, assessment and call preparation.

Coaching that reduces cognitive offloading and drives action

Look for: The AI should keep thinking with the user. Look for coaching-style questioning that helps users to reflect and think for themselves, rather than simply telling them what to do. Ask how it turns insight into action through commitments, follow-up and manager involvement where needed.
i-Coach AI: Uses structured coaching approaches, including i-GROW style coaching, coaching contracts and follow-ups. It applies behavioural psychology carefully to increase action-taking, such as making the cost of inaction explicit and using intention questions that increase follow-through.

Manager enablement that improves coaching quality

Look for: Manager coaching that drives priorities rather than delivering reports. Look for a short, actionable coaching plan with conversation guides tied to live deals and observable skills, plus reinforcement prompts to sustain change.
i-Coach AI: Converts diagnostics into targeted coach-the-coach sessions and practice roleplays, aligned to Imparta frameworks and real opportunities. Provides insight around the team, and supports a repeatable coaching cadence.

Frictionless integration and a unified AI interface

Look for: Two levels of integration. Integrated into the stack: Native experiences in Teams, Salesforce, Dynamics and your enablement environment, plus i-frame or API embedding. Unified across the stack: Ability to orchestrate multiple agents and data sources, or run as headless agents under your existing orchestrator such as Salesforce or Copilot. Also require procurement-ready controls: SSO, encryption, auditability and clear model and data policies.
i-Coach AI: Supports both modes, enabling a single interface that can draw on Imparta agents plus client and third-party agents and data sources, hosted within the secure Azure environment.

Economics and pricing integrity

Look for: Pricing that reflects differentiated value, not a markup on commodity LLM capabilities (generic chat, summarization, content drafting). Require vendors to clearly evidence what’s uniquely valuable beyond the base model you already license: proprietary IP, competency models, behavior mechanisms, integration depth and measurement. Then quantify whether the system lets you consolidate tools, not just add another subscription.
i-Coach AI: Is an enterprise enablement system, combining researched best practice, role-specific competencies, behavioural science and agent-led workflows that connect to outcomes.

How to run the decision

Run a proof-of-value using your messaging and playbooks, a small set of live opportunities and a handful of call recordings or transcripts. Require manager outputs as well as seller outputs. Involve relevant stakeholders (including IT and Corporate L&D) and agree success measures that link behaviour change to pipeline quality, velocity and win rate. Decide upfront what you will replace or consolidate if it works, to avoid paying twice.

Next step: Book a complimentary proof-of-value evaluation

Contact Imparta for a complimentary proof-of-value evaluation. We’ll configure i-Coach AI to your context, and share an example measurement plan that links behaviour change to deal quality, win rate and velocity.

Beyond Sales

The same approach can improve performance in any domain where best practice can be codified into IP and competencies. Sales is simply the highest-leverage starting point. Talk to us about Enterprise Enablement.