Brandon Hall Group™ commends Imparta for addressing the Sales enablement AI Problem that nobody’s solving

November 2025 | News

Brandon Hall Group™, the US Human Resource Consulting Firm, has commended Imparta for its differentiated approach to developing the i-Coach® AI Sales Enablement Platform. Following a formal briefing earlier this month, Claude Werder (Senior Vice President & Principal Analyst) published his findings in a new article titled, “How Imparta Built an AI Sales Coach That Changes Seller Behavior”. In the article, Werder examines the broader market, why most AI implementations in sales enablement are missing the mark and the strategic bet that Imparta is making.

Key takeaways from the Brandon Hall Group™ analysis:

• The market is crowded with AI that amounts to chatbots; most tools remain reactive, fragmented across platforms, and stop short of changing seller behavior.
• Imparta addresses the Sales Enablement AI problem that nobody’s solving, combining deep sales methodology, proactive agentic architecture, workflow integration and personalized adaptation.
• i‑Coach™ AI uses an agentic architecture to deliver personalized, context‑aware coaching and support. Proactive agents (e.g., follow‑up “nudges,” CRM‑triggered coaching prompts, and emerging market‑insight capabilities) drive adoption and accountability.
• A multi‑pass RAG foundation grounded in Imparta IP (including research across 4,000+ deals, the 3D Sales Agility methodology, and 180+ skills) enables depth that generic LLM tools lack.
• Embedded workflow integration, within Imparta’s i‑Coach® iLXP, Salesforce, Microsoft Dynamics 365, Microsoft Teams, or via orchestration, reduces friction and unifies the user experience.
• Customer evidence indicates strong engagement and actionable capability insights, with initial impact data showing a $146k uplift in revenue per user per year, amounting to an ROI of 1600%; the aim is substantive behavior change, not just efficiency gains.

Werder writes, “While competitors rushed to add chatbot interfaces, Imparta spent two years building agentic architecture, developing RAG systems grounded in proprietary research, and figuring out how to make AI genuinely proactive. While others focused on efficiency, Imparta focused on effectiveness (better strategic thinking, improved competency development, changed seller behavior).”

Richard Barkey, Founder & CEO, Imparta, commented: “Much of AI in Sales is still missing the mark because most solutions are wrappers around generic LLMs, reactive assistants that churn out content, summarize calls, and then wait to be used. They don’t understand selling, they don’t coach thinking, and they live in silos.

i‑Coach® AI is different by design. It’s an agentic, methodology‑aware system that knows the seller, the deal, and the next best intervention. It draws on our research‑backed IP, analyzes performance, initiates coaching, and connects analysis to learning in the tools teams already use. The result is better judgment, stronger capability, and measurable commercial impact at scale.”

Werder’s article also details how i‑Coach® AI links call analysis to competencies, runs methodology‑grounded role‑plays, and uses an i‑GROW‑based coaching approach to build sellers’ strategic thinking, integrating assessment, learning, application, and reinforcement into a continuous development cycle. Read the Brandon Hall Group™ article to see the full analysis of Imparta’s architecture and approach. Visit the Imparta website to learn more about how Imparta’s iCoach® AI agentic, enterprise‑ready ecosystem unifies sales enablement, coaching, and performance support.

About the Brandon Hall Group™

Brandon Hall Group™ is an independent research and advisory firm focused on learning & development, talent, and sales enablement. They support organizations through corporate advisory services, vendor research, and the Brandon Hall Group Institute™, and they are known for their long-running Excellence Awards program. Their analysts frequently benchmark emerging technologies and differentiate between marketing claims and architectures that truly drive capability development. To learn more about the Brandon Hall Group’s corporate offerings, please visit: https://brandonhall.com/corporate-offerings

If you would like to discuss any of the topics above or Imparta’s offerings, please contact us or call directly on +44 (0) 20 3743 3021 for our UK office, or +1 (516) 595 0020 to speak with our team in the US.