AI won't fix a broken sales strategy — but this conversation might
distilled is our series where we insights, intelligence and innovation across B2B, marketing, and tech. In our latest episode, we’re joined by Kristen Talley, founder of mumura and a GTM transformation specialist with 20+ years working with organizations like AWS, Google, and Microsoft.
Kristen's firm, mumura, exists at the intersection of strategy and execution. They don't hand you a playbook and walk away, instead they partner with revenue leaders as advisors, strategists, and doers to embed real, lasting change. And right now, she's one of the most prominent voices on what AI-powered sales transformation actually requires.
Her message in this episode is direct: stop buying tools and start building strategy. Because if your sales process is broken, AI will just help you derail faster.
Strategy before software
Kristen's core argument is one that every sales leader needs to hear. AI must support your strategy but not replace your human involvement. The biggest mistake organizations are making right now is treating AI as a solution you can simply deploy. Real transformation requires behaviour change, aligned leadership, and a partner who can see both the plan and the execution through.
Where pipeline really gets stuck
The conversation gets into the friction points most teams don't admit exist:
👥 Misalignment between Sales, Marketing, and Enablement is killing pipeline
🛡️ AI skills coaching creates safe spaces for sellers to build confidence and iterate without fear
🔍 How a simple diagnostic can save leaders months of wasted time and budget
🏆 Why the next generation of leaders must be high-level coaches, not just high-performing sellers
Are you AI ready or AI fluent?
Kristen's AI Readiness Assessment cuts straight to the diagnostic question every B2B leader should be asking. There's a critical difference between being ready for AI and being fluent in it, and knowing where your team sits changes everything about where you invest next. She also shares new research on how the Sales Manager role is expected to shift over the next six months.
Ready to see if your organization is actually AI-ready? Kristen is currently offering a free 15-minute consultation to help you stop discussing theoretical solutions and start building a diagnostic plan for real growth. Grab a slot while her calendar is still open.
Join the distilled community on our channel here for more insights from the world’s sharpest B2B minds and let us know in the comments: Are you prioritising "strategy first" or "tools first" in 2026?