27. Royce Mason - AI Integration for Sales and Growth Enablement

What does it actually look like when AI works with your sales team instead of against them? In this episode, Britt sits down with Royce Mason, a California native turned Oslo resident and sales enablement expert at Umbrella, to dig into one of the most pressing questions in modern sales: how do you integrate AI in a way that your team will actually use?Royce brings a refreshingly grounded perspective to AI adoption, one that starts not with technology, but with people. Drawing on his background in finance, leasing, and enterprise sales, he walks us through how AI is reshaping the way reps train, prospect, and show up for their customers, and why forcing it from the top down is almost always the fastest way to kill adoption.In this episode, we cover:Why AI adoption breaks down at every level of an organization, and how to fix itThe power of AI-driven role play in reducing sales anxiety and building rep confidenceHow one sales team improved their close ratio by 30%, increased deal size by 40%, and flipped their talk-to-listen ratio from 60/40 to 20/80What a "future-ready" sales team actually looks like on a normal Tuesday afternoonWhy the best salespeople use AI to find 15 sure-thing prospects instead of dialing 1,000 long shotsThe Iron Man analogy that perfectly captures the human + AI relationship in salesWhy sales will always be a trust-based, human-centered profession, no matter how advanced AI getsAbout Royce Mason: Royce Mason is a sales enablement and growth expert currently based in Oslo, Norway. Originally from Woodland Hills, California, Royce has built his career across finance, leasing, and tech sales before finding his passion at the intersection of people, process, and AI. He now works at Umbrella, helping organizations build future-ready sales teams that use AI not as a replacement for human connection, but as a tool to deepen it.