Salesapps takes a stake in Marvin: why sales enablement and AI practice are converging

France's sales enablement leader and the AI sales-performance platform born out of b-flower are joining forces to cover the full cycle of field sales performance.

In 2026, Salesapps took an equity stake in Marvin.ai. On one side, France's sales enablement leader, led by Stéphane Renger. On the other, the AI sales-practice platform built by b-flower, founded by Christopher Nadotti. Two houses that already knew each other well, having co-hosted the Meetup de l'Excellence Commerciale for several years running. This investment turns a meeting of minds into a shared system.

Two halves of the same problem

For a long time, equipping a sales force meant stacking up tools that never talked to each other. Salesapps solved one part of the problem: putting the right content in the rep's pocket at the right moment, in the meeting, without leaving the app. Up-to-date product sheets, arguments by persona, prepared objections, sector cases, all of it available even offline and tracked for marketing. The rep finally carries the message the company built, instead of improvising a rough version of it.

But content is not everything. The rep still has to know how to carry it: ask the right questions, listen, reframe, handle an objection. That is the other half, the one Marvin covers: practicing every rep against customers played by AI, analyzing their meetings, and mapping their progress week after week to give the manager factual coaching material.

A cycle that finally closes

Taken separately, these are two strong tools. Together, they close the loop of field sales performance: prepare the meeting, run it with the right content, analyze what played out, practice on the gaps, then coach on objective data. And the b-flower method Marvin came out of runs through all of it: every practice scenario and every analysis grid comes from 25 years in the field, not from a theory.

A synergy already at work

This equation is not a promise, it is already running. At Pierre Fabre, the three building blocks work together: the method co-built by b-flower, the content available in the meeting through Salesapps, and Marvin's AI practice that analyzes the meetings and feeds the managers. Each block makes the other two perform better: the content used in meetings becomes measurable, the analytics feed the creation of new content, and the method makes the AI agents more relevant.

For sales leadership, the message is clear: performance no longer comes from an isolated tool, but from an ecosystem where content, practice, and method finally speak the same language. This is exactly the logic laid out in our report on sales performance in the age of AI. See also how this approach plays out in one specific sector: selling in pharmacies in 2026.