Frameworks, methodology and thinking for sales leaders using AI to improve commercial performance — not productivity hacks, but a disciplined approach to how modern organisations win complex deals.
Most AI-in-sales content focuses on automation, volume, and shortcuts. This is different. The AI Sales Playbook is built for leaders navigating enterprise pipelines, public sector procurement, and high-stakes commercial decisions.
A structured methodology for using AI across the full commercial cycle.
The conversation about AI in sales has been captured by the wrong people. It's dominated by SDR automation, outreach volume, and prompt templates. The real opportunity — for commercial leaders — is something more fundamental: using AI to raise the quality of decisions across the pipeline.
Read the full piece →"The most powerful use of AI in sales is not faster outreach. It's better judgement."
How to use AI to decode evaluation criteria, identify win themes, and map gaps before drafting begins.
Read more →A framework for using call transcripts and AI analysis to coach on discovery quality, questioning depth, and commercial control.
Read more →Applying AI to the hardest problem in enterprise sales — knowing which opportunities are actually real.
Read more →A commercial AI methodology built around four distinct moments in the revenue cycle — each with its own AI application, logic, and measurable impact.
Not just "use AI to write emails." A structured methodology for AI-assisted prospecting, qualification, personalisation, and multi-threaded engagement. The goal is not volume — it's precision. Reaching the right stakeholders, with the right context, at the right moment.
This pillar covers customer research frameworks, stakeholder mapping using AI, qualification logic that can be automated, and sequencing strategies that are responsive rather than scripted.
How AI changes what happens before, during, and after a customer conversation. From pre-call research that is specific rather than generic, to real-time support for discovery and objection handling, to post-call synthesis that feeds directly into CRM and coaching workflows.
The focus is on deal quality — not just activity. Are we covering the right stakeholders? Is commercial control being maintained? Are the right questions being asked at the right stage?
The most differentiated pillar. Very few people are combining transcript analysis, sales methodology, coaching frameworks, and performance analytics into a single coherent system. The AI Sales Scorecard does exactly that — turning every recorded call into structured insight for sales leaders.
Measures discovery quality, questioning depth, stakeholder coverage, objection handling, commercial control, follow-up effectiveness, MEDDIC completeness, and buying signal detection. Executive-level value.
Almost nobody is talking properly about AI in complex bid and tender environments — yet it may be the area where AI delivers the most concentrated, measurable advantage. AI is exceptionally powerful for analysing evaluation criteria, identifying scoring themes, detecting gaps, and predicting evaluator expectations before a word is written.
This pillar draws on direct public sector and NHS procurement experience. Not theoretical. This is a framework built from hard-won understanding of how complex bids are actually evaluated — and where most responses fail.
Eight dimensions that define call and deal quality — assessed by AI from transcript data.
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Whether you need advisory, a workshop, or an AI audit of your current sales process — get in touch.
Original analysis on AI, commercial execution, and sales leadership. No repurposed LinkedIn posts.
The conversation about AI in sales has been captured by the wrong people. It's dominated by SDR automation, outreach volume, and prompt templates. The real opportunity — for commercial leaders — is something more fundamental: using AI to raise the quality of decisions across the pipeline.
Deal reviews that were once impressionistic become data-driven. Coaching conversations that were once anecdotal become grounded in transcript evidence. Bid strategy that was once based on gut feel becomes informed by systematic evaluation criteria analysis.
This is the AI opportunity that most sales leaders are missing.
"The most powerful use of AI in sales is not faster outreach. It's better judgement."
Most bid teams start writing too quickly. They respond to what the tender says without understanding what it means. AI changes this — enabling teams to decode evaluation criteria, identify the unstated expectations of evaluators, and map evidence to scoring requirements before the first word of a response is written.
This piece walks through the exact methodology used in complex public sector procurements, including NHS frameworks and local authority competitive bids.
Call recordings have existed for years. Coaching from them has always been inconsistent, time-consuming, and subjective. AI changes the equation — making it possible to assess every call against a consistent framework, identify patterns across the entire team, and surface coaching priorities that are grounded in data rather than opinion.
MEDDIC is one of the most powerful qualification frameworks in enterprise sales. The problem is consistent application — especially across complex, multi-stakeholder opportunities with long sales cycles. AI provides a mechanism for continuous qualification review, not just at deal review, but embedded in the workflow.
Not all AI outreach is equal. The gap between personalisation that adds genuine value and automation that reads like automation is wider than most people think — and getting it wrong is now more costly than getting it right slowly.
The sales manager who uses AI effectively will be able to coach more, inspect more, and lead more strategically. The one who doesn't will be managing volume metrics while their team makes avoidable mistakes on every deal.
The AI Sales Playbook is built on a simple premise: AI is not primarily a tool for doing more. It's a tool for deciding better.
Most organisations are applying AI to the wrong layer of commercial activity. They're automating outreach, accelerating content production, and removing friction from workflows that arguably shouldn't be frictionless. What they're not doing is using AI to fundamentally improve the quality of commercial thinking.
This site exists to address that gap. The frameworks, tools and thinking here are built for sales leaders who run complex enterprise or public sector sales — people navigating multi-stakeholder procurement processes, high-value competitive tenders, and revenue cycles measured in months, not days.
The methodology draws on direct experience across NHS procurement, local government frameworks, and complex B2B enterprise sales — environments where the margin for error is low, the evaluation criteria are detailed, and the quality of commercial execution is what actually differentiates winners from losers.
AI, applied with discipline to these environments, is one of the most significant commercial advantages available right now. The AI Sales Playbook is the definitive resource for understanding and applying it.
Advisory, workshops, audits, and consulting for sales leaders applying AI to complex commercial environments.
I work with B2B sales leaders, bid directors, and commercial teams in enterprise and public sector environments. If you're exploring how AI can improve the quality — not just the volume — of your commercial activity, we should talk.
Typical engagements include: