DISQO, a fast-growing measurement and analytics company based in Glendale, California, embarked on a sales enablement transformation journey led by Amy Pence, Director of Enablement. Partnering with SalesHood, the initiative aimed to modernize sales coaching and skill development through AI-powered role-playing and storytelling frameworks.

This case explores how DISQO implemented AI tools to elevate sales performance, improve discovery conversations, and foster consistent, confident storytelling across the organization.

Reimagining Sales Enablement for the Modern Seller

DISQO’s enablement team recognized that the traditional model of sales training—built on static workshops, manual feedback, and infrequent coaching—no longer met the needs of an agile, digital-first salesforce. To drive better performance, sellers needed constant reinforcement, opportunities for practice, and a way to build confidence before stepping into live customer calls.

The company introduced a new enablement approach centered around storytelling and discovery. Storytelling wasn’t treated as a soft skill but as a business-critical sales motion—a way to build trust, differentiate in competitive markets, and communicate measurable impact. Every story needed to lead prospects from problem to solution, from uncertainty to urgency.

At the same time, DISQO wanted to close the gap between training and execution. Reps were spending valuable selling time preparing for calls, rehearsing messaging, and searching for ways to respond to objections. The company turned to AI to streamline this process, reduce prep time, and provide real-time, personalized coaching that could scale across the global sales organization.

Integrating AI Role-Playing into Sales Coaching

The solution came through SalesHood’s AI-driven enablement platform. DISQO deployed AI role-playing scenarios that replicated customer conversations, complete with objections, hesitation, and buying signals. Sellers could engage in simulated interactions where the AI acted as a prospect—asking questions, probing for insights, and challenging their responses.

These role-playing sessions were designed to reinforce discovery skills, storytelling structure, and objection handling. Each simulation provided instant feedback, highlighting what the seller did well and where improvement was needed. Managers could review recordings, add comments, and integrate human coaching alongside the AI-generated insights.

This combination of AI precision and managerial context created a continuous learning loop. Sellers practiced repeatedly until they achieved mastery, driving skill retention and confidence.

Driving Consistency, Confidence, and Scale

Within months, DISQO saw measurable improvements in sales performance and enablement efficiency. The new system created a unified coaching language across sales, customer success, and marketing. Reps learned to lead with concise, outcome-driven stories that connected emotionally and logically with buyers.

AI coaching transformed the practice-to-performance cycle. Instead of relying solely on one-time workshops, reps could now practice anytime, anywhere, receiving immediate feedback from the system. This constant reinforcement led to stronger message alignment, faster onboarding, and more effective discovery calls.

Importantly, the company recorded a significant increase in seller confidence—more than half of participants reported feeling highly capable in storytelling and discovery after completing the AI coaching sequence. This confidence translated directly into improved customer engagement and deal execution. Sellers entered conversations more prepared, handled objections more fluidly, and created urgency through better narrative framing.

The impact extended beyond individual performance. Sales leaders gained unprecedented visibility into coaching data and skill progression, allowing them to identify patterns, address gaps quickly, and forecast readiness at scale. With AI automating feedback loops and measuring engagement, managers could focus their time on higher-value strategic coaching rather than repetitive skill checks.

Outcome: A Scalable, Data-Driven Enablement Model

By integrating AI role-playing into its sales enablement program, DISQO achieved what many organizations strive for: scalable, personalized coaching that delivers measurable business impact.

The company reduced the time spent on training and preparation while improving the quality of customer conversations. Sellers reported feeling more prepared for live calls and more confident in delivering compelling, relevant stories that resonate with prospects. Enablement leaders could now measure engagement, track performance, and continuously refine messaging based on real usage data.

This shift created a culture of ongoing development—where salespeople didn’t wait for quarterly training but practiced continuously, guided by AI feedback and real-world scenarios. The result was a more agile, better-aligned revenue organization capable of executing faster and more effectively in a competitive market.

Conclusion

DISQO’s adoption of AI-powered sales coaching and role-playing redefined its approach to enablement. The initiative proved that when artificial intelligence is used not as a replacement for human coaching but as a multiplier of it, sales organizations can achieve a level of readiness and consistency previously unattainable.

Through the fusion of storytelling, sales enablement, and AI, DISQO built a model that not only accelerated skills development but also enhanced business performance. The company demonstrated that the future of enablement lies in intelligent practice—where every seller can refine their craft, receive instant feedback, and show up to every customer conversation ready to win.