How to Lead a Sales Team in an AI-Driven World

How to Lead a Sales Team in an AI-Driven World

3 min read

eq intelligence

Today, the amount of data created by humans and machines can be too much for any one person to interpret.  Consequently, the ability of people to make complex decisions based on such an amount of data is limited. This is particularly true for Sales teams engaging with customers in an increasingly digital world. How can virtual sellers make sense of the river of data flowing their way let alone use it to their advantage? With artificial intelligence.

Today’s AI capabilities allow executives to reassess how information is analyzed and integrated throughout the enterprise. Because data can be collected and analyzed more quickly with the help of AI, companies that leverage AI-based solutions—particularly within the Sales and CX space—have a considerable competitive edge. 

AI and analytics are transforming how business does business.


contribution of AI to the world economy by 2030 1


Projected business investment in AI solutions by 2024 2


Of executives state that productivity has increased when using AI 3

The role of AI in B2B sales performance

It’s a fact that technology and new buying habits are transforming B2B sales and sales leaders must adapt the way sellers interact with buyers. This requires increasing the precision in sales execution. According to Forrester’s Planning Assumptions 2022 B2B Sales, an insights-driven sales system is a key differentiator for achieving precision in sales execution. Key takeaways from their research include: 

Use data and insights to direct sellers on which opportunities to prioritize and the next-best actions to take to move opportunities along

Use insights to identify coaching opportunities to help sellers best interact with buyers

Technology plays a central role in the evolution of the B2B sales coaching process. It helps create more insights into buyer behavior and increases agility to identify and scale learning processes. In addition to generating logical data, AI is now changing expectations of B2B sales team performance by adding layer of new emotional data. 

How emotion AI is changing the sales game

Just how important are emotions to sales? According to Harvard professor Gerald Zaltman, 95% of purchasing decisions are subconscious, meaning they are primarily driven by how we feel. In face-to-face sales engagements, sellers can gauge a customer’s emotional state (EQ) and adapt their tactics to signs of interest, excitement or disengagement. In remote interactions, reading EQ becomes infinitely more difficult—unless sellers have an edge. Here’s how EQ impacts every level of sales performance: 

Even the best sellers can struggle to "read the room" during video calls and other virtual engagements. Between screen sharing, managing large groups and awareness of "being on camera", sellers are often too distracted to pick up on subtle social cues, body language and key moments that can influence a sale.

Every interaction is rich in actionable intelligence that can help sales teams deliver better results. By leveraging EQ in training and coaching, teams can take a human-centric approach and holistically analyze sales activities and participant reactions to improve revenue operations. age and key moments that can influence a sale.

Customers expect sellers to demonstrate understanding and empathy—a tall order for virtual engagements, particularly if a large group is involved. AI-powered EQ can restore a sense of empathy to remote interactions, so every participant feels valued, heard and understood.

Using EQ in coaching for better results

At Uniphore, we took our experience developing the industry’s most powerful conversational AI and automation platform to allow B2B sales teams to coach with EQ intelligence. Our revolutionary EQ-enabled sales platform, Q for Sales, empowers sellers to perform at their best and improve their sales skills with tools like a personal EQ performance dashboard for self-coaching and onboarding helps vastly improve ramp time.

With uniphore Q for Sales logo sales teams can:

Use emotional insights driven by AI to identify coaching opportunities to help sellers best interact with buyers

Identify and share best practices that increase engagement and customer´s positive sentiment to build rapport

Coaching by Meeting: Provide sales teams with a Real-Time Emotion AI assistant to help sellers "read the room," sense emotional cues, and improve engagement during virtual meetings

Identify and share best practices that increase engagement and customer´s positive sentiment to build rapport

Provide sales teams with self-coaching capabilities with measurable EQ performance analytics, conversation statistics, and a post-meeting analysis and next best actions on every meeting.

Learn how Q for Sales can improve coaching

Want to know just how our EQ-based sales tool can help sales leaders better coach their teams?


  1. PwC:Sizing the prize
  2. IDC: “IDC Forecasts Improved Growth for Global AI Market in 2021”
  3. PwC: AI Predictions 2021

Table of Contents