118. How to stop AI from killing your sales culture - Aurelien Mottier

In this episode of Leadership that Sells, I’m joined by Aurelien Mottier, President of MemoryBlue and a man on the frontlines of AI-powered sales. He’s scaled one of the largest outsourced sales orgs on the planet, and he’s not just thinking about how to use AI in sales—he’s doing it. At scale. Every day.

We get into the nitty gritty of how AI is changing the way sales teams operate—from call scoring to pipeline coaching to personalised messaging—and how not to let it turn your reps into lazy robots. If you’ve ever wondered how to keep your sales machine human while automating the grunt work, this episode’s for you.

Aurelien breaks down the tools, the tactics and the mindset required to lead sales teams through AI disruption, while keeping people at the centre of the process. There’s no fluff here. Just insight, experience and some hard truths about what separates good from great in this new era.

• Start with AI that boosts productivity, not complexity. Tools like ChatGPT can save reps 10–20% of their time by helping with research, drafting emails and understanding buyer language.

• Teach the tools—don’t assume your reps know how to use AI well. Without clear policy and training, you risk spam, laziness and brand damage.

• Pair humans and AI where it counts. Use machines for research, data and admin. Double down on soft skills like empathy, listening and building trust.

• Leverage AI to coach and develop talent. Use call transcripts and scoring to personalise feedback, track progress and create career paths.

• Invest in platforms that surface real insights—tools like Cluster and Gong can flag pipeline issues, coach managers, and help CROs focus on what actually closes deals.

• Avoid the ‘build’ trap. Partner with tech providers who are ahead of the curve, and stay agile enough to pivot when the next free tool drops.

• Lead with purpose, not panic. In times of change, be the calm in the chaos. Create safety for your team, but keep moving forward.

Timeline summary:

[02:22] – Why the hype around AI mirrors the early internet days [05:29] – Why personalisation without relevance is just noise [08:00] – AI isn’t about volume. It’s about relevance, research and respect [13:01] – Pipeline ≠ revenue. Why you need AI tools that go beyond top-of-funnel [17:03] – The “oil and engine” analogy: Data is the fuel, AI is the engine [22:17] – Soft skills are your moat. Invest in what AI can’t replicate [30:06] – What to look for when hiring in an AI world: coachability, curiosity, courage [35:17] – AI for coaching: how to finally do meaningful call reviews at scale [41:08] – Leading in crisis: how to create clarity and calm in an uncertain world [46:13] – Aurelien’s billboard message to the world: “Be human”

Links & resources:

• MemoryBlue

• Gong.io – Conversation intelligence

• Mentica – AI-powered sales training

• Good to Great by Jim Collins – book reference

If this episode gave you something to think about, share it with a fellow sales leader. And if you’re loving the podcast, don’t forget to rate, review and follow Leadership that Sells wherever you get your pods.