What can be automated and what remains human
Public-information collection, message drafts and note structuring can be accelerated. Understanding procurement politics, the real problem, trust and timing still requires experience. Mass personalisation without context often resembles spam and damages the brand.
How to assess preparation for outreach
Give the candidate a prospect profile and ask for a value hypothesis. A strong answer separates facts from assumptions, proposes discovery questions and avoids invented personal details. The candidate should explain what requires manual verification before any message is sent.
Quality of the commercial conversation
Assess listening, clarification and the ability to avoid pitching too early. AI may suggest structure but cannot see the entire negotiation context. A role play reveals whether the candidate adapts, marks uncertainty and agrees on a concrete next step.
Metrics beyond activity volume
The number of automated messages is not a sales outcome. Look at target-list quality, meaningful replies, stage conversion and forecast accuracy. Candidates should explain how AI changed the funnel rather than merely increasing the volume of actions.
Practical checklist
- Customer research without invention
- Strong discovery questions
- Business-context personalisation
- Verification of AI materials
- Outcome metrics rather than activity
Frequently asked questions
Should Sales candidates have outreach automation experience?
It helps when they also understand spam risk, data quality and personalisation rules.
How can ethical AI use be assessed?
Discuss data sources, confidentiality, accuracy and situations where automation should be stopped.