In this episode of The Emblazers: B2B Leaders Igniting Revenue, hosts Abby Kerr and Tim Riesterer sit down with Dr. Johannes Habel, Associate Professor at the University of Houston’s C.T. Bauer College of Business, and Jeff Cummings, Director of Sales Force Effectiveness at United Rentals. They discuss the first large-scale research project linking AI role-play performance with real-world sales outcomes using data from United Rentals’ 6,000-person sales organization and the AI simulation platform Second Nature.

Johannes brings the research view, showing how his University of Houston team studies sales effectiveness and tests real AI use cases with enterprise partners. Jeff adds the practitioner lens, sharing how United Rentals rolled out AI-driven sales training at scale and how practice frequency, AI scoring, tenure, and manager support are all tied directly to revenue impact.

Whether you're exploring AI for the first time or scaling enablement across a large field force, this conversation offers practical insight into where AI simulations are delivering value today and where they can take your team next.

Tune in to learn:

How AI role plays translated into 7–30% revenue growth and rep performance lift
Why practice frequency and AI scoring predict performance better than training completion
How using AI to coach managers moves training beyond "check-the-box" to cultural change

Episode highlights:

(00:00) Introduction

(02:01) Overview of United Rentals and its sales organization

(03:19) How AI is reshaping modern sales effectiveness

(04:30) Why AI role plays were added to new training tracks

(07:05) How reps reacted and improved through AI practice

(12:41) Key revenue findings and segments that benefited

(17:07) The importance of manager support in training impact

(21:24) Emerging possibilities for AI in sales enablement

(28:51) Final insights on using AI

Links and Resources:

Connect with Abby Kerr: https://www.linkedin.com/in/abbycathkerr/
Connect with Tim Riesterer: https://www.linkedin.com/in/tim-riesterer/
Connect with Jeff Cummings: https://www.linkedin.com/in/jeff-cummings-8855298/
Connect with Dr. Johannes Habel: https://www.linkedin.com/in/johanneshabel
Learn more about Second Nature's Sales Training Software: https://secondnature.ai/
Subscribe to The Emblazers for more conversations with leading B2B thinkers.
Explore the Emblaze revenue community and start a membership today.

Learn about Dr. Johannes Habel

Dr. Johannes Habel, Associate Professor of Marketing at the University of Houston, brings a mix of academic rigor and frontline sales experience. His research explores how technology, especially AI, boosts sales productivity, decision-making, and coaching. Working with organizations like United Rentals, he runs large field studies to see how motivation, tenure, leadership, and AI-supported practice drive real revenue gains. Johannes is a champion of evidence-based sales leadership, helping companies turn research insights into practical programs that strengthen skills and performance.

Learn about Jeff Cummings

Jeff Cummings, Director of Sales Force Effectiveness at United Rentals, brings 35 years of experience developing the capabilities of the world’s largest equipment rental company. He’s led teams across sales management, operations, and business planning, and is known for turning strategy into real execution across a 6,000-person sales organization. Jeff’s enablement approach centers on a people-first culture, aligning training, coaching, and technology so sellers can perform in high-stakes environments. He led the enterprise rollout of AI-powered role play through Second Nature, advancing practice at scale, strengthening coaching, and driving measurable revenue impact. His work shows how innovation, paired with strong leadership and continuous improvement, transforms how global sales teams learn and perform.

Learn about Tim Riesterer

As Chief Strategy Officer at Corporate Visions and Chief Research Officer at Emblaze revenue leaders’ community, Tim Riesterer is a pioneering force in developing customer conversations that break through the status quo and drive measurable business results. His innovative approach helps companies craft differentiated messages and deploy them through powerful self-service and sales-directed tools that consistently outperform traditional content strategies. A recognized expert in value creation and capture, Tim enables organizations to transform their customer conversations through proven methodologies that elevate their market position and drive sustainable growth.

Learn about Abby Kerr

As Director of Content & Community at Emblaze, Abby Kerr designs content experiences that spark conversations and strengthen the connective tissue between B2B revenue leaders. With a background spanning brand voice strategy, enterprise B2B content, and education, she brings a sharp eye for nuance and a deep understanding of how people learn and grow. A champion of insight-driven storytelling and peer-to-peer learning, Abby helps make Emblaze a place where leaders don’t just consume content—they contribute to it. She’s also a warm, un-shy introvert who reads fiction, asks big questions, and drinks her coffee black.

How AI Role Play Boosts Revenue for B2B Leaders