Reps putting in reps: Building a team of human-centric advisors takes more than good intent; it takes practice. Traditional role-playing is time-consuming and limited by manager availability, so Normand’s team uses AI to give reps more opportunities to practice and strengthen their skills at scale. “We’ve been evaluating AI role-play tools because we know reps ramp faster the more practice they get,” he says. “It’s basically an unlimited gym membership for running great discovery calls or demos.”

Still, practice only matters if it shows up in the pipeline. The team uses tools like Gong to analyze qualitative signals—talk ratio, patience—and pairs them with hard metrics. “If a rep is great at discovery, they should be progressing deals from stage one to stage two,” Normand says. “We track conversion rates tied to the specific skill and part of the process.”

Beyond the blast: The focus on human value isn't just about building better reps. It's about helping them empower customers to create standout experiences for the end consumer. “The days of the un-personalized email blast should be long gone,” says Normand. That level of care, once reserved for high-value B2B relationships, now belongs in every interaction. "The goal is for someone to think, ‘Damn, there’s no one else in the world who got this message.’"