Integrating AI into human-centred selling.
By Andrew Hough, Richard Vincent and Richard Brooks
A practical playbook for embedding AI across the modern sales organisation, from prospecting and discovery through to forecasting and enablement, without losing the trust, judgment and craft that make great selling work.
Sales leaders are under pressure to integrate AI quickly, without losing the trust, judgment and customer relationships that make great selling work in the first place.
AI Strategy for Sales Teams is a practical, research-grounded playbook for embedding AI across the full sales motion. Drawing on Cranfield School of Management research and decades of frontline leadership at Lloyds, Barclays, GE Capital, EMC and beyond, the authors lay out a clear framework for moving from one-off AI experiments to a sales organisation that uses AI as a genuine competitive advantage.
The book treats AI as a tool that amplifies human-centred selling rather than replaces it, and gives sales leaders, enablement teams and operators a maturity model with the specific moves to execute against it.
I normally decline requests to endorse books, because so many of them fail to live up to the promised benefits for their target markets, but in this case I had no hesitation in agreeing. I have personal experience of the outstanding expertise of the three authors, who have brilliantly captured their skills in this book. I should like to thank all three of them for this massive contribution to professional selling.
Emeritus Professor Malcolm McDonaldMA(Oxon) MSc PhD DLitt DSc
Keeping the human at the core, this book explores the use of AI to augment sales capability. It examines how AI can enhance each stage of the sales process, sometimes in surprising ways, and it includes a thoughtful chapter on using AI ethically. Drawing on both academic rigour and professional expertise, the authors provide a route map of how to thrive in a world where salespeople are up against ‘digital first’ buyers.
Professor Lynette Ryals OBE
AI will make all the difference to sales and key account manager jobs in the future, even whether they exist at all. A well-informed approach to how emerging technologies fit customer development roles is essential, so this book is an invaluable guide to surviving and thriving in the new world.
Dr Diana Woodburn
This book certainly has a “Wow!” factor for me. It is detailed and well-researched, but also original and practical. It provides accessible insight into a topic that most of us haven’t yet tackled, but we know we should. My favourite quote, which sums up its message, is: “The sales professional of the future is not a ‘cyborg’ but a liberated human.” AI Strategy for Sales Teams is a fascinating exploration of the way that AI can enable in sales, freeing the sales professional to deliver authentic, expert solutions to customers. It is a must-read for sales professionals and those who lead customer-focused organisations.
Dr Beth Rogers
This book offers a very clear and practical guide to how AI can meaningfully support today’s sales teams. At a time when many professionals are still unsure how to translate AI’s potential into real productivity gains, it thoughtfully maps where current technologies can enhance every stage of the sales process.
Philip SquireCEO, Consalia
A short, evidence-based assessment that pinpoints where your sales team is winning, losing, and leaving value on the table with AI, and what to do about it.
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Drawing on academic research, high-tech industry leadership, and global agency experience.
Lecturer in Sales Leadership and Performance at Cranfield School of Management, with extensive sales experience across Lloyds, Barclays Asset Finance, GE Capital and EMC². Andrew founded the Association of Professional Sales, which merged with the ISM to become the Institute of Professional Sales.
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Over 35 years in the high-tech industry. Founding Fellow of the Association of Professional Sales and former Co-Director of the Sales Leaders' Think Tank. A regular contributor to the International Journal of Sales Transformation, Richard is a Visiting Fellow at Cranfield School of Management.
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Over 30 years of global business experience, including executive leadership at major agencies and CEO of a leading branding and communications company, with leadership roles in professional associations across Europe and the USA. As founder of his own consultancy, Richard pioneers AI-driven marketing solutions that deliver measurable ROI across diverse sectors.
LinkedInAI Strategy for Sales Teams publishes on 3 July 2026, from Kogan Page. Pre-orders are open now directly from the publisher.
Pre-order direct from Kogan Page. From launch, the book will also be available through major online and high-street retailers in print and ebook formats.
Beta access opens in Q3 2026. Join the waitlist above to be among the first invited when the beta opens.
The beta will be free for waitlist members. Pricing for the general release will be announced closer to launch. Waitlist members will hear first.
No. The diagnostic is built on the framework in the book but stands on its own; you'll get a clear, actionable readout regardless. That said, the book gives you the depth and detail behind every recommendation.
For speaking, advisory and workshop enquiries, reach out via LinkedIn above or email R.Brooks@cranfield.ac.uk.