How MTW scaled coaching to 400+ learners and grew clients sales by 20%.

TL;DR: An 19-year-old communication training firm, MTW, partnered with Yoodli to extend the reach of their 10-person consulting team to enterprise clients at scale. By embedding AI-powered roleplays into live training programs across multiple clients, MTW gives learners a private, judgment-free space to practice high-stakes conversations on demand. For one of their Telco clients, the results were immediate: sales grew in just 3 months after telemarketing agents shifted from rigid script compliance to empathetic, conversational selling. For another client, a major international  bank preparing for an IPO, board members practiced difficult leadership conversations for the first time ever. A new pioneer project has started with more than 120 sales managers from one of the most respected banks in Portugal. Divided into small groups, they are practicing strategic sales pitches, cold calling, and objection handling with different client profiles. From convincing the secretary to book a meeting with the business owner, to the actual meeting with the CEO or CFO.

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Background

MTW is an 19-year-old Lisbon-based communication training firm. They solve business problems through behavior and communication. Specialize in media training, public speaking, presentation training, executive presence, and all aspects of behavioral communication. Their team of 10 executive trainers and consultants work with enterprise clients across Portugal and Portuguese-speaking markets worldwide, spanning telecoms, banking, pharmaceuticals, insurance, oil and gas, and customer success.

Their work is deeply hands-on. Trainers sit alongside agents on the contact center floor, listen to live calls, observe check-in counters, and embed themselves in client operations to understand the real communication gaps before designing any training program.

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The Challenge

As a team of 10, MTW faced a challenge familiar to any high-quality boutique firm: demand was outpacing capacity. Large enterprise clients, some with 120, 200, or 400 employees to train, required a level of coverage that a small team of trainers simply could not sustain on their own.

There was also a practice gap. Clients would attend a session, absorb the frameworks, and then have no structured way to rehearse before the real moment of a media interview, a difficult board conversation, or a high-stakes customer call. Skill development requires repetition, but scheduling time with a coach was expensive and logistically hard to scale.

The client insight that changed everything for them came from an unlikely source: a former executive who had climbed from coder to CEO of a major European company, with MTW’s CEO coaching him at every step. One day, he put it simply, “Wouldn’t it be great if I could have you in my pocket to train with me every time that I need?”

That question set MTW on a path to find a technology partner that could extend their coaches’ reach, without diluting the quality their clients had come to expect.

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The Solution

After an initial evaluation period, MTW integrated Yoodli’s AI-powered coaching platform into their training programs. By maintaining the quality and personalization of the programs, MTW committed to Yoodli as the practice layer for their enterprise programs. They call it MTW AI Coach.

The core principle: Yoodli is not a replacement for MTW’s trainers. It is the tool that lets them be everywhere, all at once, as clients are used to. Through Yoodli, MTW can:

• Design client-specific AI roleplay scenarios, including inbound and outbound calls, media interviews, and difficult leadership conversations, all tailored to each client’s context
• Build custom rubrics aligned to MTW’s proprietary coaching frameworks and methodologies
• Define the talking points, tone, and responses learners should demonstrate
• Identify the learning gaps and act immediately 
• Give clients unlimited, private, judgment-free practice between live sessions
• Track progress across large cohorts and identify patterns at scale
• Use the data to consult the client in business decisions

Critically, the platform’s flexibility meant MTW could shape it to each client’s workflow, not the other way around.

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Conclusion

MTW has built a reputation over 19 years on the quality of their coaching and training — and the results below reflect what becomes possible when that expertise is paired with technology that scales it.

• Sales grew in just 3 months for the Telco telemarketing teams after introducing AI-powered practice.
• Telco full telemarketing operation (~200 people) is now rolling out the program
• A Portuguese bank program covering ~120 sales directors is now underway, using the same model
• Board members at a major international bank completed high-stakes conversation practice ahead of an IPO
• MTW’s team of 10 can now design and deliver programs at a scale that would previously have been unsustainable

Perhaps most importantly, Yoodli changed the nature of the experience clients have. Training that once felt like an assignment and was watched by peers, judged in the moment,now feels like personal development. Learners practice in private, on their own schedule, without fear of exposure. That shift in how practice feels has changed how much people actually do it. Still, the MTW way.

“Nowadays, they can just practice on the platform and go forward with it. They are not being judged. That’s one of the things that changed the business model.”

—Nuno Veiga, MTW Executive Director nuno@mtwportugal.pt

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Want to see what Yoodli can do for your team? Learn more here or contact sales@yoodli.ai.