In sales, Insight, Influence, and Trust (Imparta’s 3D Advantage®) is what wins deals. AI now underpins the delivery of each part of the equation, for example, by generating new ideas, leveraging behavioral psychology, and quickly sourcing relevant case studies. These use cases are multiplying, and adoption is accelerating.
For sales and enablement leaders, the promise is compelling: sharper insights, faster responses, more efficient workflows, and better sales performance.
But there’s a risk that is increasingly in the spotlight. Over-reliance on AI has been shown to cause skills atrophy and cognitive offloading, resulting in the gradual erosion of the very abilities that make salespeople persuasive, adaptable, and successful.
Research is already being published that validates this, and whilst only indicative at this stage, it is something that every sales leader should be thinking about.
Richard Barkey | CEO
Richard Barkey created Imparta in 1997 after seven years at McKinsey & Co. Richard remains involved in sales research and learning design, as well as taking overall responsibility for the direction of the business. Richard is a thought leader in sales, strategy and learning. Richard holds a first-class degree in Engineering from Cambridge University and an MBA with Distinction from Harvard Business School.