Nooks Acquires FullyRamped, Betting AI Coaching Agents Beat Static Call Review

Nooks, the AI-native sales engagement platform that describes itself as an “Agent Workspace” and says it’s trained on more than 100 million sales conversations, has acquired FullyRamped, an AI sales-coaching startup launched in 2024. FullyRamped’s differentiator was voice agents that run realistic mock sales calls with reps and adapt live using organization-specific context — a different approach from the static, after-the-fact call-recording analysis most sales-coaching tools still rely on. FullyRamped founder Aaron Marks is joining Nooks’ product team to help build its next generation of agent capabilities rather than exiting after the deal. No purchase price was disclosed.

Nooks CEO Dan Lee frames the acquisition around what he calls the “revenue execution gap” — the persistent problem of insight and coaching feedback not translating into consistently repeated behavior on the sales floor — and describes the goal as building “a system capable of participating in the work of selling itself,” a step beyond surfacing recommendations for a human rep to act on. The stated plan is to extend FullyRamped’s adaptive-coaching approach across the full revenue lifecycle: prospecting, engagement, and deal acceleration, not just onboarding.

The move lands into an AI sales-roleplay category that’s already getting crowded and competitive on results, not just positioning. Second Nature, a rival AI roleplay platform, recently published a comparison against Hyperbound citing customer results including Oracle NetSuite’s 21% reduction in time-to-first-logo and a 32% increase in sales opportunities from AI roleplay training, alongside aggregate claims of 34% ramp-time reduction across its customer base — real numbers, even allowing for vendor self-reporting, that show buyers are now expecting hard onboarding-speed metrics from this category, not just a training-simulation demo.

The acquisition also sits inside a broader same-week pattern of AI-capability M&A in B2B software: Basware separately acquired supplier-validation platform Trustpair the same week to extend fraud detection into AI-driven social-engineering risk, citing survey data that 77% of fraud professionals have seen increased deepfake-driven social engineering over the past two years. Read together, both deals say the same thing about where B2B software M&A is heading in late 2026: buying a working AI capability outright is now faster than building the equivalent in-house, even for companies with real engineering budgets of their own.