Clarity
Employers
Sales, Marketing & Customer Experience

AI and Automation for Sales Professionals

By ivett

|

22 May 2026

Team leader apprenticeship training funded by the Apprenticeship Levy in the UK

Artificial Intelligence (AI) and Automation for Sales Professionals

Develop practical skills to identify, design, and deliver AI-enabled automation and workflow improvements — built specifically for Sales professionals. Boost pipeline productivity, reduce manual tasks, and drive revenue growth through smarter, data-informed selling.

Part of our Sales Courses

HR managers discussing workforce development goals and apprenticeship levy training opportunities

Course Overview

Equip your Sales employees with the real-world skills to transform sales processes through the practical application of AI, automation, and digital tools. This programme is contextualised specifically for Sales environments — meaning every module, tool, and project reflects the workflows your team encounters day to day.

 

Apprentices will learn to analyse sales workflows, identify improvement opportunities, build and configure low-code and no-code solutions, and support the responsible adoption of AI and automation technologies. Rather than abstract theory, learners gain immediately applicable skills in lead generation, CRM automation, AI-assisted outreach, call analysis, pipeline forecasting, and proposal generation.

Core Capabilities

Business Process Analysis

AI & Automation Evaluation

Low-Code/No-Code Solution Design

Workflow Implementation

Change Support & Adoption

Data-Driven Decision Support

Ethical, Safe & Secure AI Use

Stakeholder Communication

AI Lead Generation & Prospecting

CRM Automation

AI-Assisted Outreach & Personalisation

Sales Forecasting

Call Analysis & Conversation Intelligence

Proposal Generation

Organisational Benefits

Enhanced Sales Productivity:

Empower your Sales workforce to automate repetitive tasks, reduce manual data entry, and spend more time on high-value client interactions that drive revenue growth.

Smarter Pipeline Management:

Build internal capability to adopt AI-driven lead scoring, CRM automation, and pipeline forecasting — reducing reliance on manual processes and improving conversion rates.

Responsible Innovation:

Ensure your organisation uses AI and automation safely, ethically, and in line with GDPR and governance frameworks — protecting your brand and building client trust.

Stronger Data-Driven Sales Culture:

Drive better decisions and continuous improvement by equipping Sales teams with the mindset and tools to evaluate performance data and optimise the entire sales cycle.

Curriculum Plan

Phase 1
Module 1
Introduction to AI, Automation and Management Fundamentals
  • Understand AI and automation concepts, business fundamentals, and organisational drivers in a Sales context. Analyse sales workflows and processes — from lead to close — to identify inefficiencies and opportunities for improvement. Explore the 15 occupational duties of the ST1512 standard and how they apply to the sales role.
Module 2
The Sales Tech Stack and Tool Evaluation
  • Audit the employer's existing sales tools including CRM platforms, email tools, and communication platforms. Explore and evaluate AI and automation platforms relevant to sales — HubSpot AI, Salesforce Einstein, LinkedIn Sales Navigator, Microsoft Copilot, Zapier, Make, and Power Automate. Assess suitability, risks, and prioritise solutions aligned with sales team needs.
Module 3
Responsible AI & Digital Ethics in Sales
  • Understand ethical considerations, data security, privacy, bias mitigation, and legal frameworks crucial for safe and compliant AI deployments in a sales context. Apply GDPR and ICO guidance to email outreach, prospect data handling, lead scoring, and AI-generated content. Understand the principles of fair and transparent AI use in client-facing activities.
Phase 2
Module 4
Automation Design and Low-/No-Code Workflow Building
  • Design and simplify sales processes, then build implementable automation workflows. Configure automations and AI-powered tools to solve real sales problems — CRM data entry, lead routing, follow-up sequences, and pipeline stage triggers. Use tools such as Zapier, Make, and Power Automate to connect the sales tech stack.
Module 5
AI-Assisted Sales Activities
  • Apply AI tools directly to core sales tasks: prompt engineering for email writing and personalised outreach, AI-powered lead generation and prospecting, call analysis and conversation intelligence, proposal generation, and sales forecasting using CRM analytics. Test, iterate, and refine AI outputs to ensure quality, accuracy, and brand alignment.
Module 6
Testing, Documentation & Quality Assurance
  • Develop, document, and test integrated digital sales workflows. Evaluate performance using CRM and sales analytics data. Refine automations based on feedback and ensure solutions meet operational, compliance, and performance requirements.
Phase 3
Module 7
Adoption, Training & Change Management
  • Facilitate adoption of new AI and automation tools within the sales team. Deliver training and create user guides adapted to the team's technical level. Support colleagues through change, address concerns about AI's impact on roles, and champion responsible adoption with empathy and professionalism.
Module 8
Communication & Stakeholder Engagement
  • Communicate progress, collaborate across teams, and maintain effective reporting to sales managers and key stakeholders. Translate technical AI concepts into plain business language. Present cost-benefit analysis and ROI evidence from completed automation projects to leadership.
Module 9
Continuous Improvement & Performance Monitoring
  • Monitor, refine, and measure the impact of AI and automation solutions using productivity, pipeline, and revenue data. Report on efficiency savings and identify further automation opportunities. Support ongoing evaluation of trends and emerging technologies relevant to the sales function.
Gateway and independent preparation for Awarding Organisation assessment — 18 Months

Assessment under the 2025/2026 reformed apprenticeship model, delivered by an Awarding Organisation (AO):

  • Synoptic project — design and implement a real workplace AI/automation improvement in the sales function
  • Present evidence of implemented solutions and measurable impact on sales performance
  • Participate in professional discussion and reflective evaluation with the EPAO assessor

Monthly Delivery Model

Structured Learning - 6 Hours
2 Hours

Sales Tutor-Led Session

Expert-led interactive sessions designed to build core Sales knowledge, strengthen professional capability, and develop the practical skills needed to perform effectively in a modern, AI-enabled sales environment. Sessions are aligned to the ST1512 apprenticeship standard and focused on real sales application.

2 Hours

AI Tutor-Led Session

Forward-thinking mentoring sessions that introduce learners to AI-powered tools, automation, and no-code or low-code solutions that improve efficiency across sales tasks. Employers benefit from learners developing innovative ways to streamline prospecting, outreach, CRM management, and reporting — freeing up selling time.

2 Hours

Assignments and Assessments

Practical assignments and assessments that reinforce learning, measure progress, and ensure learners can confidently apply their knowledge in the workplace. Activities are designed around real sales scenarios — automating a CRM workflow, refining an AI outreach sequence, or presenting an automation impact report — to maximise relevance and impact.

Workplace-Based Application - 20 Hours
20 Hours

Work-Based Tasks

Structured workplace activities designed to enable learners to apply newly acquired knowledge and skills directly within the sales function. This approach supports immediate improvements in pipeline productivity, lead conversion, and operational effectiveness, while helping employers embed AI best practices into day-to-day sales activities. By applying learning in real sales contexts, employers benefit from enhanced performance, increased capability, and continuous improvement to the sales process.

Approx 26 hours per month

How We Ensure Success

Measurable Impact

Employers see reduced time on manual sales tasks, better pipeline visibility, improved conversion rates, and measurable productivity gains — all at minimal cost through government-funded training.

Applied Learning

Training is contextualised to Sales environments and your organisation's specific tools and workflows, with fully online delivery to fit seamlessly around sales schedules and targets.

Guided by Experts

Apprentices receive continuous support from a dedicated Skills Coach and specialist tutor with expertise in both AI tools and Sales — alongside Elvante's guided employer implementation support.

Transform Careers

Upskilled Sales professionals gain the confidence to take on greater responsibilities — becoming the internal AI champion for the sales function and unlocking long-term career progression into sales operations, enablement, or leadership.

Key info

Level 4

AI and Automation Practitioner

Rated outstanding by Ofsted(opens new window).

Duration

Typical duration: 18 months

Eligibility Requirement

Age: Applicants must be 16 years or older at the start of the apprenticeship.

Right to Work: The individual must have the legal right to work in England and be employed in a role that supports their apprenticeship.

Residency:

  • Must have been ordinarily resident in the UK for at least 3 years prior to the apprenticeship start date and must have the right to live and work in the UK for the full duration of the apprenticeship.
  • Post-Brexit, EEA citizens must have settled or pre-settled status.
  • Must be resident in England

Employment:  The apprentice must be employed in a role relevant to the apprenticeship standard or start a new job that fits the programme content.

Education:

  • GCSE Grade 4/C or above in English and Maths is the desired benchmark.
  • If not already achieved, Functional Skills Level 2 in English and Maths must be achieved before EPA. (if applicable)
  • Note:Functional Skills training and assessment is funded as part of the apprenticeship for eligible learners.

No Dual Enrolment: Apprentices must not be enrolled on another training programme funded or non funded at the same time as the apprenticeship.

Role Relevance:The apprentice’s role must allow them to develop the knowledge, skills, and behaviours outlined in the standard.

New Learning:

  • The apprentice must not have previously achieved the same or equivalent learning outcomes as covered in the apprenticeship.
  • Prior qualifications in related areas do not necessarily make a learner ineligible, unless they significantly overlap.

Fully- or Co-funded

Eligible for full Levy funding

Price: £18,000

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