AI is radically transforming the B2B sales landscape and accelerating the shift towards intelligent sales enablement. At a major B2B event which took place in Paris in July 2025, I met with Stephane Renger, co-founder and managing director of Salesapps. The leading European sales enablement vendor has placed AI at the heart of its innovation strategy. In this interview conducted at the event, Stephane explains how AI agents are revolutionising commercial efficiency whilst maximising security and privacy. A fascinating dive into the future of AI-powered sales enablement that’s redefining commercial performance standards.

AI Saves Time for Sales and Marketing Teams

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<figcaption class="wp-element-caption">AI-powered sales enablement : Stephane Renger is the co-founder and General Manager of European sales enablement company Salesapps.</figcaption>
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How is AI transforming sales enablement and sales in general?

Stephane Renger: At Salesapps, we’re working on AI agents with the goal of bringing greater efficiency to sales teams, while maximising data privacy and security.

Specifically, what do these AI agents do?

S.R. We developed three types of intelligent agents for our AI-powered sales enablement solution.

1. The ‘company profiler‘ AI agent analyses the targeted business regarding its strengths, weaknesses, products, competition, news…,





2. The ‘individual profiler’ agent describes the buyer’s profile: background, interests, pain points… Then we use content enrichment agents with metadata to generate sales presentations and pitches,





3. Finally, our ‘conversational agent’ restructures meeting minutes and reports.

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<figcaption class="wp-element-caption">Once again, this major B2B event took place in the prestigious premises of the Parc des Princes in Paris, with a focus on AI-powered sales enablement.</figcaption>
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What are the efficiency gains from the implementation of AI within sales enablement?

S.R. They are quite blatant, mainly in terms of time savings. Thanks to AI, salespeople quickly access information that used to take hours to research.

For a complete sales team, there is at least 20% time saving, which equates to one working day every week. Marketing teams and content managers can save up to 50% of their time.

Is this an opportunity for getting rid of salespeople?

S.R. No, it’s not. Salespeople only spend one third of their time actually selling. Two thirds are devoted to paperwork, CRM, preparation. Automation frees up their time from what isn’t their core business.

Are certain sales roles more threatened than others?

S.R. It depends mainly on the products being sold. The buyer only spends 5% of their time with the salesperson, 80% of the purchasing process happens on the web. So the remaining 5% must involve a complex buying process to require human intervention. In other cases, self-service is way sufficient, even in B2B.

In a nutshell, Sales Enablement becomes AI-Powered Sales?

S. R. For the past two years, we’ve been talking more about ‘AI-powered sales enablement’ than traditional Sales Enablement. This concept is more immediately understandable and evokes innovation in the commercial approach. Worthy of note, for English-speaking markets, we keep that term ‘sales enablement’, but for French-speaking markets, ‘Modern Selling’ is the term of choice. It is more meaningful, especially when discussing AI agent integration, for French-speaking audiences who do not always understand the word ‘enablement’.

What can you tell us about reliability and security concerns?

S.R. Classic AI models, be it Gemini, ChatGPT, or others are used to research public information. If I want to know who you are or what your company does, there’s nothing better than such a tool that will browse the web, LinkedIn, and other sources to obtain this information. But if I want to process proprietary information, an internal document database, some meeting minutes, an internal conversation, etc., we must ensure data privacy and security at all cost. In this case, we’d rather work with on-premise language models that we can monitor end-to-end. We’ll feed them with this internal information and secure that information.

What are your views regarding the future of AI-powered Sales Enablement?

S.R. It’s very difficult to predict the future even three to six months from now. Our focus revolves around artificial intelligence. Its performance is increasingly impressive and prices more affordable. Right now, I’m particularly focused on sales coaching and training, and commercial skills development. Simulation and capturing a real-life interview in audio is already possible, but video is still relatively expensive, almost €50 per hour. With the lightning-fast progress in synthetic voices and images, I’m convinced that within three to six months, we’ll be able to offer much more advanced technologies at prices that will allow widespread distribution of this type of agent to sales populations and businesses.

In Conclusion: The AI-Powered Sales Revolution

These past ten years, Visionary Marketing has written quite a few pieces and white papers on the subject of Sales Enablement. Since then, technological progress and sales team transformation have been lightning fast. This interview with Stephane Renger perfectly illustrates this profound transformation of the sales domain.

AI-powered sales enablement is now fully operational, and this technology is redefining commercial efficiency. The productivity gains quoted by Salesapps — 20% for sales teams, 50% for marketing teams — are a sign that something serious is happening now.

What struck me at this major B2B event in Paris, was the profound transformation of the market offering in this domain. A few years ago, this side of the water, many Sales Enablement vendors were present, either international or local. In just a couple of years, Salesapps* established itself as the undisputed leader in this sales enablement market in French-speaking countries and is now conquering other markets.

The future looks exciting: between conversational AI agents, personalised coaching, and predictive analysis, tomorrow’s salesperson will have tools at her disposal of unmatched power. We haven’t yet seen the end of the evolution of the sales function, and digital technologies are playing a major role in this upheaval.

[*Disclosure: Visionary Marketing worked for Salesapps in 2022]

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