Adrata Research
Studies, guides, plain definitions and fair comparisons for enablement leaders. Every claim carries its source line.
Guide · Colin Stewart · Nov 11, 2026
Spread what top reps do
Find the moment, name the move, get it approved, deliver it before the call, and keep only what holds up.
Read the guide ›
Research
How we cite →
Vendor research · Gong Labs, 2025
Winning deals involved more buyer contacts ›
Research · Nov 6, 2026
The measured play: how we prove a move worked ›
Study · Gelman, Hill & Yajima, 2012
Name the best rep by probability, not rank ›
Study · Gelman & Carlin, 2014
First reads run high: early gains usually shrink ›
Two months with help matched six months without
Study · Brynjolfsson, Li & Raymond, Quarterly Journal of Economics, 2025 · customer support, not sales
Middle-ranked agents gained most from AI coaching
Study · Luo, Qin, Fang & Qu, Journal of Marketing, 2021 · randomized field experiments
Salespeople learn from strong peers as well as practice
Study · Chan, Li & Pierce, Marketing Science, 2014 · department-store salespeople
Stories and statistics persuade in different ways
Study · Zebregs et al., Health Communication, 2015 · health-message beliefs, attitudes and intentions
Randomize the rollout and account for time
Methods · Hemming et al., BMJ, 2015 · stepped-wedge trials compare groups across time
Published stock-market signals lost much of their edge
Study · McLean & Pontiff, Journal of Finance, 2016 · 97 predictors; returns fell 58% after publication
Mixed examples improved learning despite feeling worse
Study · Kornell & Bjork, Psychological Science, 2008 · artist identification: 61% vs 35% on the first test
Survivors alone can give a misleading picture
Methods · Mangel & Samaniego, JASA, 1984 · Wald’s aircraft-survivability work
Guides
Pillar guide · 10-minute read
What is sales enablement?
A plain answer first, then what an enablement team owns, how to measure it, and where Adrata fits.
Guide · 9-minute read
How to spread what your top reps do
Find the moment, name the move, get it approved, send it before the call, keep what holds up.
Read the guide →
Guide · 5-minute read
Customer story: the 60-second structure
One customer like them, the moment it broke, one number, then “Does any of that sound like you?”
Read the guide →Glossary
Term
Play
One move a top rep makes at one moment, written so every rep can use it, and approved by enablement.
Read the definition →
Term
Win story
A real win on one page: the situation, the exact move, and when to use it.
Read the definition →Term
Wave rollout
A play reaches reps in groups, in random order, so each group is compared with reps who don’t have it yet.
Read the definition →Compare
Conversation intelligence
Adrata and Gong
Gong records and analyzes your calls. Adrata reads them to find the moves that win, and shows which plays worked.
Read the comparison →
Content and training
Adrata and Highspot
Highspot keeps your content and training. Adrata finds what wins and publishes approved plays into it.
Read the comparison →How we cite
Every claim carries its source line.
Study, Research, Story, Practitioner, Test or Experience, named first. Vendor data is labelled; small samples show a range.
Read how we cite →
Prove a play worked.On your own deals.
Start with three plays drafted from your best reps’ calls. Free, read-only.