Most sales team members only spend 13 hours a week actually selling. The rest? Admin, meetings, and chasing notes. Adam Rubenstein wants to change that by turning the “art” of sales into a measurable, coachable science.
In this episode of Human Work After AI, we speak with Adam Rubenstein, a four-time founder and the CEO of Traq.ai. Adam shares how his platform uses AI to capture and analyze sales conversations, freeing reps from admin work, boosting coaching impact, and helping leaders finally see what’s working and what’s not.
We explore the evolution from homegrown AI models to today’s LLMs, why service businesses benefit most from conversation intelligence, and how AI can actually make sales more human.
You'll hear about:
- Converting sales intuition into repeatable, data-driven coaching
- Why 90% of sales leaders lack true visibility into rep performance
- How to overcome resistance to AI call recording and analysis
- The line between automation that empowers vs. replaces salespeople
Resources
Sales coaching at scale with Traq.ai - https://traq.ai
Grow your revenue with Big North Marketing → https://bignorthmarketing.com
📍 Chapters & Timestamps
0:00 – Highlight: AI as a daily sales coach, not a threat
0:47 – Adam’s entrepreneurial origin story
5:02 – Turning sales from gut feel to science
7:40 – Why most leaders can’t coach effectively
11:07 – Pivoting after the AI revolution
12:32 – Salespeople only sell 13 hours/week
14:11 – Automating follow-ups and CRM updates
16:55 – Preparing like sales is a sport
18:38 – Why service businesses gain the most from AI
20:51 – Overcoming fears about recording calls
23:56 – Self-guided coaching and call scoring
26:29 – Will AI replace sales reps?
31:14 – Where humans still win in complex sales
34:18 – Roles that may vanish (and new ones that will emerge)
36:47 – The resilience of humans in tech shifts
38:02 – Where to find Adam and Traq.ai