AI is changing sales at lightning speed, but one thing hasn’t changed: people still buy from people. That belief drives Denise Murtha Bachmann, a sales leader who’s spent three decades proving that technology works best when paired with genuine human connection. At BMC Software, she led complex deals with clients such as Bank of America and AT&T, closing over $75 million by building trust and truly understanding customer problems. Later, at companies like xMatters, Clarifai, and Conversica, she leveraged AI and machine learning, demonstrating to businesses how to enhance efficiency without compromising their humanity. Today, as the founder of Sellovatorz, Denise is on a mission to make sales a noble profession again. She coaches teams to harness AI while keeping conversations real, human, and buyer-focused. Passionate and relentless, she believes the future of sales belongs to leaders who strike a balance between innovation and empathy. During an exclusive conversation with TradeFlock, she shares more
When people play a role in shaping the solution, they take ownership, and that’s when real adoption happens.
What inspired your shift from corporate AI/ML sales to founding Sellovatorz, and what’s your mission now?
The inspiration came straight from my time in sales. We were eager to adopt AI, but instead of making things smoother, it often created more problems. Reps were stuck between people and technology, juggling too many tools, and no one was sure what really worked. Leaders demanded more, customers felt less connected, and the brand suffered as a result. That’s when I realized something. With my experience in sales and my passion for AI, I could actually help change this. As I often remind myself: “Money was not my main driver. It was helping others. Helping others to be the hero, the best versions of themselves… That’s what drives me.” And that’s why I created Sellovatorz. My mission is to elevate sales again so it is seen as a noble profession. I want to help teams embrace AI and new technologies, while keeping the human element at the center. Because at the end of the day, buyers don’t just want efficiency. They want to feel seen, heard, and understood.
Sellovatorz program or AI-enabled tool excites you most, and why? How will this impact the industry?
Believe it or not, even with my passion for AI and my love of automation, the program that excites me most is the one focused on coaching sales teams to ask better questions and truly listen. The aim is to be less scripted, more conversational, and ultimately to sell less. I always tell teams that “The real differentiator is not the tool, it’s the human.” That’s why this program matters. In an industry overflowing with new technologies, what will set sales professionals apart is their ability to connect authentically. This shift will redefine how sales is done, creating experiences that feel genuine and human, even in an AI-driven world.
"In an industry overflowing with new technologies, what will set sales professionals apart is their ability to connect authentically."
What’s the biggest obstacle you encounter when helping sales teams adopt AI, and how do you address it?
The biggest obstacle is fear of change. Most sales teams recognize the need to adopt new approaches, but taking a step outside traditional methods feels risky. I address this by moving at the right pace, educating them, asking questions, and involving them in solving the challenges themselves. When people play a role in shaping the solution, they take ownership, and that’s when real adoption.
How do you coach and mentor leaders to combine human-centered selling with AI-driven automation?
I start by coaching leaders to be honest with themselves and understand what truly drives them as sales leaders. Self-awareness enables them to lead with greater purpose and thoughtfulness, and it influences how they present themselves to their teams and customers. I also have them set a clear intent for each day, call, or meeting. By noting 1–3 questions or key points they want to raise, leaders can guide conversations more effectively and focus on storytelling rather than scripts. The goal is to create space for real dialogue. To do that well, leaders need to be confident, centered, and prepared—yet flexible enough to maintain a natural approach. Prepared and less structured at the same time is exactly what allows authentic conversations to happen.
What practical change should sales leaders make this year to future-proof revenue, and what one resource would you recommend?
Focus less on yourself and more on your teams and your buyers. When leaders do that, choices feel clearer, conversations flow with meaning, and every interaction carries purpose. That simple shift builds stronger teams, creates deeper trust, and opens the door to bigger, lasting results.
Featured Magazine -
