Tools that require a rep to remember to open them get used less over time, not more. The first week is enthusiasm. By week six, opening the tool is one more task competing with the deal in front of them, and the deal wins. Adoption does not fail because the tool is bad. It fails because it depends on someone remembering to ask.
Coaching embedded in the moment does not have that problem. A rep drafting a follow-up at 10pm, or about to walk into a call with no idea what the buyer's last objection means, does not need to remember to book anything. The question gets asked exactly when the stakes are highest and the memory of the call is freshest, not reconstructed two weeks later in a review meeting from half-notes.
This is also when preparation actually works. The best sellers do not wing meetings, they map stakeholders and anticipate objections beforehand, every time, as a habit. A coach that is there before the call supports that habit. A coach that is there only during a scheduled review supports a different habit: waiting.
24/7 does not mean more coaching. It means the coaching arrives at the one moment it can still change the outcome, not after the outcome is already decided.