In this episode of Training That Works, Rustin Schroeder talks with Catherine Elliott about the shifting landscape of sales coaching and the surprising role AI is beginning to play. Catherine opens up about the evolution she has seen in more than a decade of leading teams across SMB, enterprise, and strategic segments. She shares the moment she realized that real learning rarely comes from glossy slides or perfectly polished training decks… and how the best coaching still happens in the messy, unfiltered moments right after a call. But then she reveals something unexpected: the rise of AI tools that can now surface engagement metrics, analyze patterns across thousands of conversations, and pressure-test reps through avatar-based simulations.

As the conversation unfolds, Catherine exposes the tension every leader feels. AI can accelerate skill development faster than any manager ever could, but it still can’t replace the human elements that shape elite sellers: the discomfort of real role plays, the nuance of silence on a call, the value of hearing peers dissect the real story behind a win. She contrasts the promise of scalable, data-driven insights with the irreplaceable energy of getting people together in a room. For business leaders, this episode offers a clear look at what training will look like next… and what will never change. Catherine leaves listeners with a simple challenge: the future will reward those who combine new tools with timeless coaching truths.

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