AI to Drive Sales Performance

AI to Drive Sales Performance

Introduction

Sales organisations today operate in a highly competitive, data-rich, and fast-moving environment. Buyers are more informed, sales cycles are more complex, and sales teams are expected to deliver personalised engagement, accurate forecasting, and consistent performance. Artificial Intelligence (AI) is increasingly becoming a critical enabler in modern sales functions.

Advances in Machine Learning, Large Language Models (LLMs), and Generative AI allow sales professionals to analyse customer data, identify opportunities, personalise outreach, support negotiations, and improve forecasting accuracy. With modern AI tools, sales representatives, managers, and leaders can automate repetitive tasks, generate insights, and focus more time on high-value selling activities.

This course provides a practical, business-focused introduction to AI for sales professionals. Participants will learn AI fundamentals, understand how AI technologies interconnect, and gain hands-on experience with leading AI tools such as ChatGPT, Gemini, Copilot, Perplexity, Grok, Claude, Manus, DeepSeek, Qwen, and NotebookLM. The emphasis is on real sales use cases, ethical and responsible AI usage, and measurable revenue and productivity impact, without requiring programming skills.

Who Should Attend

This course is designed for working professionals involved in sales and revenue-generating roles, including:

Sales executives and account managers
Business development and key account teams
Inside sales and sales support teams
Sales operations and revenue analytics professionals
Pre-sales and solution consultants
Sales managers and team leaders
Commercial and revenue leaders

No prior AI or technical background is required.

Level: Beginner to Intermediate. No prior AI or technical background is required.

Delivery Mode: 2-days, In-house. Instructor-led, hands-on AI tools (no coding required).

Outcome

By the end of this course, participants will be able to:

By the end of this course, participants will be able to: Understand core AI concepts and terminology relevant to sales
Distinguish between AI, Machine Learning, Deep Learning, LLMs, and Generative AI
Evaluate and select AI tools suitable for sales workflows
Apply AI tools to prospecting, lead qualification, outreach, and forecasting
Use AI responsibly within ethical, legal, and organisational constraints
Identify high-impact AI use cases across the sales lifecycle
Contribute to AI adoption and sales transformation initiatives

Select to design your own content and request for a customized quotation

No	Topic	Topic Description
1	Understanding AI in Sales	What Artificial Intelligence is and is not Relationship between: Artificial Intelligence Machine Learning Deep Learning Large Language Models Generative AI How AI systems learn from customer and sales data Current AI applications in sales: lead scoring and prioritisation customer segmentation and targeting personalised outreach and content generation sales forecasting and pipeline analysis Strengths and limitations of AI in sales environments
2	AI Tools Landscape for Sales Professionals	Overview of modern AI tools for sales: ChatGPT, Gemini, Copilot, Claude Perplexity, Grok, Manus, DeepSeek, Qwen, NotebookLM Understanding differences in: content generation vs data analysis reasoning quality and reliability customer data privacy and compliance Selecting the right AI tool for: prospect research and account preparation email and proposal drafting meeting preparation and follow-ups Prompt engineering fundamentals for sales use cases Hands-On Activities Writing prompts for prospect research and outreach Generating personalised sales emails and call scripts Comparing AI-generated outputs across tools
3	AI for Prospecting, Outreach, and Engagement	AI-assisted prospect research and qualification Personalising outreach at scale using AI Supporting sales conversations and discovery calls AI-generated proposals, quotes, and presentations Using AI with spreadsheets: Excel with Copilot Google Sheets with Gemini Hands-On Activities Creating AI-assisted outreach sequences Drafting customer-specific value propositions
4	Responsible AI, Ethics, and Compliance in Sales	Ethical risks of AI in sales: misleading or exaggerated claims biased targeting and discrimination over-automation of customer interactions Customer data protection and consent considerations Transparency and accountability in AI-assisted selling Human-in-the-loop sales decision-making Best practices for responsible AI usage in sales
5	AI for Sales Forecasting and Pipeline Management	AI concepts in sales forecasting and pipeline analysis Identifying risks and opportunities in the sales pipeline AI-assisted revenue projections and scenario planning Supporting sales managers with AI insights Hands-On Activities Analysing pipeline data using AI Drafting sales performance summaries
6	AI for Customer Insights and Relationship Management	Analysing customer interactions and feedback using AI Supporting account management and upselling strategies AI-assisted CRM insights and summaries Knowledge-based AI using internal sales documents: NotebookLM and Manus Hands-On Activities Generating customer insights using AI Designing AI-assisted account review summaries
7	AI-Enabled Workflow Automation in Sales	Designing AI-supported sales workflows: leads → opportunities → proposals → follow-ups Integrating AI tools into daily sales operations Improving productivity, consistency, and response time Measuring performance, conversion rates, and revenue impact Exercise Designing an AI-supported sales workflow
8	AI Strategy for Sales Leaders and Decision-Makers	Identifying high-impact AI opportunities in sales organisations Build vs buy vs partner considerations Developing an AI adoption roadmap for sales teams Establishing AI usage guidelines and governance Preparing sales teams for AI-enabled selling Workshop Drafting a high-level AI strategy for a sales organisation

Expert

Dr. Mohammed Muayad Abdulrazzaq

Dr. Mohammed Muayad Abdulrazzaq, fondly known as Dr. Obay is an accomplished AI Trainer, Academic Leader, TEDx Speaker, Industry Advisor, and Entrepreneur, internationally recognised for his contributions to Artificial Intelligence education, research, and innovation. Holding a Ph.D. in Artificial Intelligence and bringing over 20 years of experience across the information technology landscape, Dr. Obay’s expertise spans AI, Big Data Science, Machine Learning, Deep Learning, Generative AI, Large Language Models (LLMs), and Immersive Technologies. As a certified and HRD Corp-accredited trainer, Dr. Obay has trained more than 5,000 professionals, students, and business leaders through highly practical and results- driven programs in Data Science, AI Engineering, Generative AI, and LLMs. His workshops are widely praised for their clarity, relevance, and ability to translate complex AI concepts into real-world business impact. Recently, Dr. Obay was honoured to begin a new chapter as an Industry Advisor at ICMS, contributing to advanced programs and professional certifications in Generative AI, Large Language Models, Google AI & Machine Learning, and Microsoft Azure AI. His advisory role bridges academia and industry by empowering future-ready talent and organisations to thrive in the era of intelligent automation. Recognised for his excellence in AI education and leadership, Dr. Obay serves as an ELITE Fellow at the University of Malaya (UM) — Malaysia’s top-ranked university — and as an Adjunct Associate Professor at Taylor’s University, where he supervises Ph.D. and Master’s students at Taylor’s University and the International Islamic University Malaysia (IIUM). His academic work focuses on applying AI to solve real- world problems while shaping the next generation of innovators. An entrepreneur at heart, he is the Founder of Artificial Intelligence & Coding for All (AIC4ALL) — a global learning platform that equips learners of all ages with essential skills in AI, coding, and data science for IR 4.0 & IR 5.0. He also leads INNOEYETIVE, a digital innovation agency leveraging AI, Big Data, and Immersive Tech to accelerate digital transformation. As a TEDx and international speaker, Dr. Obay has delivered impactful talks and keynotes that demystify AI, inspire innovation, and promote ethical adoption of emerging technologies. His lifelong mission is simple yet powerful — to empower professionals, educators, and leaders worldwide to harness the transformative power of AI for a better, smarter future.