Sales coaching boosts B2B win rates by 27–32% and revenue by 16.7%, yet managers spend less than 5% of their time coaching, and fewer than 40% of sales reps hit their 2024 targets. MySalesCoach currently provides 1:1 digital coaching with expert coaches, but sessions are limited to 1–2 per month due to high costs (£195 per 35-minute session), and reps cannot access advice in daily “moments of need.” This gap costs UK B2B companies up to £368 billion in missed revenue. Working with the National Innovation Centre for Data, the team will build a world-first conversational AI coaching assistant (AICoach) trained on real recorded coaching sessions. AICoach will deliver on-demand, personalised support for tasks like prospecting, handling objections, and closing deals. If successful, the system could shift coaching from occasional generic advice to continuous, context-driven guidance, improving sales performance across growing markets without requiring expensive human coaches for every interaction.
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Regardless of sector, business growth and profit are driven by sales performance. Sales results are strongly reliant on the skills, experience and execution of the sales teams. Studies show that sales coaching significantly improves business-to-business (B2B) sales performance, with win rates increasing by 27-32% and organisational revenue increasing by 16.7%. Although sales managers regard coaching as a top priority, heavy workloads and time constraints mean they typically dedicate less than 5% of their time to coaching their sales teams. Post-pandemic, sales representatives are increasingly working alone from home. They are receiving even less coaching, resulting in less than 40% achieving their sales targets in 2024\. MySalesCoach currently offers 1:1 digital sales coaching, matching highly curated expert coaches based on goals and needs. However, coaching frequency (typically 1-2 monthly sessions) is constrained by high expert coach costs (£195/35 minute, 1:1 session). Furthermore, currently, sales professionals cannot access critical sales coaching in daily 'moments of need'. This results in up to £368bn in missed revenues for UK-based B2B companies. Working with the National Innovation Centre for Data (NICD), we will harness the advantages of Artificial Intelligence (AI) to develop a new, affordable, on-demand digital coaching solution. We will provide sales professionals with a world-first, interactive, and truly conversational AI Coaching Assistant ("AICoach") AICoach will draw from MySalesCoach's unique dataset (real data from on-going, recorded 1:1 expert sales coaching sessions) For example, AICoach will capture: navigating sales challenges and growing skills through prospecting, discovery, objections, negotiations and closing. By bringing together a dynamic coaching plan, a personally selected expert coach and our novel conversational AI coaching agent, we will drive a technological shift in coaching. Our transformative solution will shift sales coaching from occasional, generic advice to on-demand, personalised support driven by context and expertise. With access to the true expertise of a personally matched coach, anytime, using AI, MySalesCoach will transform sales and business growth across a wide range of growing and emerging markets. \[All references in application are available in AppendixQ6\]
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