Making the most of AI agents: Use cases for GTM

With AI for sales becoming table stakes, go-to-market teams that wait are falling behind while competitors automate, accelerate, and out-execute.

Cutting-edge AI agents for sales organizations like yours are now embedded into how deals get done: from surfacing just-in-time guidance to help reps right before (and even on) live calls, to spotting friction before it stalls revenue.

These AI agents not only handle repetitive tasks like pulling insights or flagging gaps but also power faster, smarter decision-making across every role.

If you’ve wondered why so many companies in the Global 2000 are investing in AI agents, it’s simple: They know it’s not about having more tools but rather about having the right solutions—notably, ones built for action, not analysis paralysis.

You already know the ‘why.’ The real question is, “How soon are you going to invest in the tech and start putting it to work?” If you’re looking to see what’s possible (and what’s next) with AI agents for sales teams, you’re in the right place.

How AI agents work: 5 types for sales, marketing, and enablement teams

“The longer teams wait to invest in structure, the more ground they lose,” according to Highspot’s GTM Performance Gap Report. “Waiting for a perfect system risks falling behind competitors already embedding AI into daily execution, and reaping the performance gains that come with it.”

Translation? Elevating your AI maturity level and realizing tangible, sustainable ROI from artificial intelligence only occurs when you onboard technology that empowers everyone in your go-to-market function to flourish daily.

Looking to boost your GTM efficiency and team productivity? You first need to know how to capitalize on AI sales agents. More specifically, you need to know the kinds of AI agent use cases that exist for GTM teams like yours.

Learning agents that personalize training based on skills and performance

Forget the one-size-fits-none approach to training. These agents build learning paths like a savvy personal trainer, tailoring every course, quiz, and check-in to each rep’s strengths, gaps, and GTM priorities.

Missed a key sales pitch? They’ll serve up a quick-hit lesson. Crushed onboarding? They’ll skip the fluff and fast-track the rest. The top AI agents are always on, always relevant, and never just checking a box.

Goal-based agents that align execution with GTM initiatives and KPIs

Think of these agents as your go-to-market co-pilot with an exhaustive dashboard full of flashing lights and mission-critical updates tied to GTM motions.\

Rolling out a new product? Launching a pricing change? They’re your real-time pulse check, surfacing what’s catching on, what’s being ignored, and where execution’s going sideways. Less “Set it and hope,” more “Set it, track it, fix it.”

Coaching agents that ID skill gaps and recommend targeted development

These agents are like the assistant coach every frontline manager wishes they had, minus the calendar overload. They know who’s struggling with discovery, who needs help with objection handling, and who’s just winging the demo.

Then, these AI agents tee up the right coaching moment, resource, or nudge to get that rep back in the zone. Quietly powerful, ruthlessly helpful.

Deal agents that surface buyer intent and recommend next best actions

Picture this: a deal whisperer that lives inside your CRM. These agents are trained to read between the lines of buyer behavior, flagging when interest is peaking, when things are stalling, or when someone ghosted you for a reason

Notably, these AI agents point to the right move, whether that’s re-sharing a killer case study or looping in your account executive before it’s too late.

Content agents that optimize asset usage and flag what’s outdated or underused

Your content house might look clean from the outside, but these AI agents open every closet and junk drawer to ensure only the ‘freshest’ assets are used.

These AI agents spot the decks collecting dust, flag the outdated datasheets, detect underused collateral like recent case studies, and shine a spotlight on the few pieces that are quietly powering your best deals. Then, they make it easy for sellers to grab the good stuff and marketers to know what to sunset.

Why investment in AI sales agents will only continue to rise in GTM teams

Before we get into how you can take advantage of the top AI sales agents—like those in Highspot’s agentic platform for GTM—it’s worth breaking down why AI agents are (rapidly) increasing in popularity at enterprises across industries: from financial services and manufacturing, to healthcare and life sciences.

If your sellers are like those at other B2B companies today, they’re already overwhelmed with the number of tools they’re expected to use daily.

To thrive today, your sales reps need a narrower selection of smart systems that help them take the right action, fast. Take Highspot Agents, for example:

• Highspot AI agents tap into your wealth of GTM data—think content usage, training activity, and buyer engagement—to surface role-specific insights.
• They then show up directly in the core solutions your team already uses, offering quick answers, recommendations, and next-step actions in real-time.
• Our Deal Agent, Content Specialist Agent, and Learning Specialist Agent are permission-aware, meaning they only pull what’s relevant to the user, so guidance provided is always accurate, timely, and tied to business impact.

Whether you’re chasing Q4 targets or working a complex renewal, these agents surface the info you need when you need it, no extra clicks required. The result is fewer delays, savvier follow-ups, and better buyer relationship-building.

AI agent use cases: How to apply the tech to day-to-day GTM operations

Time for the main course. Here are specific AI agent use cases tied to each GTM team member that helps them increase their productivity and efficiency.

Sales reps

Highspot’s Agents act like your deal-day wing person. They’re there before, during, and after calls with the content, context, and confidence you need to win.

With Highspot, you get instant help answering objections and addressing pushback, finding the perfect SmartPage to prepare for a new sales play, or prepping for that make-or-break meeting, all without losing prospecting momentum.

Insights from Highspot Agents can show up inside your CRM and inbox, giving you just-in-time guidance so you can stay focused on your buyers instead of having to switch back and forth among tools in your sales tech stack.

They even handle sales activities like data entry and offering buyer insights that can help reps craft the perfect lead follow-up emails and LinkedIn messages.

What’s more, sellers can more easily and quickly discover the most promising prospects in their pipeline, understand real-time buying signals, and get smarter with every deal, thanks to sales automation that actually works for them.

AI agent use cases for sales reps

• Get instant answers to buyer questions mid-meeting. Some AI agents surface accurate, permissioned responses drawn from trusted sources, helping sellers confidently answer questions in real time without pausing the conversation or searching across systems.
• Practice objection handling with AI-driven role play. Simulated pitch scenarios give reps a low-risk environment to sharpen their delivery, improve fluency, and receive objective feedback on tone, pace, and message alignment before live conversations.
• Receive just-in-time coaching on active deals. Certain AI agents can analyze real-time deal activity and engagement to recommend actions, such as which message to send or which stakeholder to re-engage, increasing the odds of forward momentum.
• Find high-performing content for similar deals fast. An AI agent can recommend the most effective assets based on deal size, industry, and stage, helping reps tailor communications with proven resources that move similar opportunities forward.
• Get personalized prep based on upcoming meetings. Meeting intelligence and AI insights are surfaced before key calls, equipping sellers with talking points, engagement history, and suggested questions tailored to the specific buyer context.

Sales managers

Managing each sales representative on your staff shouldn’t feel like a game of whack-a-mole. Highspot’s AI-powered sales agents help you spot coaching moments and reinforce best practices without the weekly postmortem.

Specifically, they pull insights from sales conversations to help you tailor feedback and guide growth—all in minutes, not hours or days. You’ll instantly see who’s thriving, who’s struggling, and where your time will actually move the needle.

Equally as helpful, our agents also conduct CRM data analysis on your team’s behalf, so you can focus on improving sales performance, not reporting.

Bottom line: Coaching your BDRs with the aid of Highspot Agents feels less like micromanaging and more like building a high-performing GTM machine.

AI agent use cases for sales managers

• Identify which reps need coaching and on what. Performance patterns, meeting data, and training activity help managers pinpoint individual skill gaps—like discovery or objection handling—so they can deliver targeted coaching more effectively.
• Get a daily snapshot of deal health by rep. The top AI agents for GTM teams surface key risks like stalled activity or buyer disengagement, helping managers quickly prioritize where to jump in and support reps to keep deals moving toward close.
• Automate follow-up coaching after rep-led meetings. For example, Highspot’s intelligent agents can flag notable moments in recorded calls, suggest coaching actions, and recommend related training—so managers don’t have to review every minute of every conversation.
• Track team adoption of key sales initiatives. Scorecards powered by AI systems with native agents highlight which reps are aligning to strategic initiatives, such as using new messaging or following updated plays, and where reinforcement is needed.
• Benchmark team against top performers across key skills. Using an AI agent, you can compare your team’s activity, behaviors, and content usage to high-performing peers, helping you spot patterns that correlate with quota attainment and replicate what works.

Sales leaders

The easy-to-use AI sales agents offered by Highspot help B2B sales leaders like you take a breath, step back, and steer the ship, not just swab the deck.

Instead of wading through endless dashboards and sales rep anecdotes, you get crisp, contextual views of each seller’s individual sales pipeline and what’s working across teams. Think smarter forecasting, shrewder deal inspection, and no more wondering if your QBR is fueled by facts or fiction.

Our Deal Agent, specifically, tracks activities like call behavior, pitch use, and content timing so you don’t have to. When Highspot shows you which reps are actually following your sales process, you’ll wonder how you ever led without it.

AI agent use cases for sales leaders

• See which initiatives are driving revenue today. Using AI agents, you can unify historical data across content, training, and buyer activity to show what’s influencing pipeline, surfacing the most impactful levers for coaching and prioritization.
• Pinpoint risks across pipeline with AI-powered deal views. Leading AI technologies can spot engagement gaps, stalled cycles, and behavior patterns across deals—giving leaders the clarity to course-correct before revenue impact is felt.
• Understand what top reps are doing differently. Many AI-powered agents analyze training, meeting behavior, and execution patterns tied to real-world examples to ID what high performers consistently do—and make that replicable across the team.
• Track alignment to strategic priorities in real time. Whether launching new messaging or targeting new segments, agents can offer up data-driven insights on how well reps are executing and where interventions are needed to stay aligned and on track.
• Get alerts when rep performance trends change. Though human intervention is inevitably required, AI can monitor rep activity and success signals and flag unexpected drops, like a sudden decline in meeting effectiveness, before they affect quarterly.

Marketing teams

Highspot’s AI sales agents are the content whisperers you and your marketing team didn’t know you needed. Consider our Content Specialist agent, which tracks what’s used, who’s using it, and how it shows up across the sales motion.

No more Slack messages asking, “Is this the right deck?” The agent already confirmed it. Need to retire a stale pitch or surface the hottest new page? Done. Want to discover which digital sales rooms are getting the most clicks? All set.

Highspot helps you keep your content clean, compliant, and connected to real buyer activity. And for every post, PDF, and sales pitch you launch, you’ll know exactly how it performed with every stakeholder at high-value accounts.

AI agent use cases for marketing teams

• Identify which content is most effective by segment. Different agents can surface asset usage and buyer engagement trends by persona, industry, or region so marketers can refine messaging and double down on assets that drive results.
• Flag outdated or unused content for cleanup. Agents help multiple business functions in GTM monitor asset usage and automatically suggest archiving stale materials or updating assets with low engagement, reducing clutter and improving content discoverability.
• Receive suggestions to improve underperforming campaigns. When content tied to key initiatives isn’t landing, AI virtual assistants recommend adjustments, like swapping out a document or improving message alignment, to improve campaign traction.
• Automate tagging and routing of new content. Uploaded assets are automatically categorized and indexed using AI agents to ensure sellers can find the right materials fast in their knowledge base without requiring manual effort from content creators.
• Get alerts when content is being used off-brand. Artificial intelligence agents can pinpoint when assets are modified or shared outside of policy, enabling proactive content governance to keep messaging consistent and compliant across teams.

Marketing leaders

If marketing is fueling your go-to-market engine with compelling collateral tailored for target segments, you better know where that fuel is going. Highspot Agents show you who’s using your content, how often, and what’s landing with buyers.

Get in-depth answers on what sales messaging drives results and which assets should be retired with a quiet farewell. Want to know if that new product-launch campaign did anything? With Highspot, you can find out in a matter of minutes.

Highspot gives everyone in marketing the visibility it needs to optimize assets, connect them to revenue, and support sales in ways that scale growth.

AI agent use cases for marketing leaders

• Measure ROI of content across the entire buyer journey. Leading AI agents aggregates usage, engagement, and revenue attribution to show which assets influence key conversion points, informing future investment and strategy.
• Track which campaigns are being used in the field. Some AI Agents flag whether field teams are using current messaging, plays, or materials and notify GTM leaders regarding which parts of the campaign are being ignored or misunderstood.
• Get real-time feedback on campaign adoption. Insights from sellers and AI-detected engagement gaps help you quickly adapt programs when campaigns aren’t resonating with buyers or gaining traction internally.
• Understand which buyer messages are landing. Meeting and content data is analyzed to show which themes or narratives generate interest, engagement, or objections, giving early signals on what to refine.
• Prioritize updates to the most-used content. Instead of updating every asset at once, AI flags high-usage pieces with upcoming expiration dates or compliance risk, helping your team focus where it matters most.

Sales enablement

Enablement professionals’ job is hard enough without having to chase down reps who forgot to finish onboarding. Highspot’s AI sales agents keep reps on track with personalized rep learning paths, progress nudges, and skill insights.

More to the point, our AI agents track adoption, flag drop-off points, and connect enablement to outcomes. That means there’s no more need for tedious, manual follow-ups or guesswork. Instead, you can reinforce the right selling habits while scaling support across teams, roles, and geographies.

When your training is working, the agent will tell you. And when it’s not, it’ll show you how to fix it. Simply put, sales enablement becomes less about reminders and more about results, thanks to AI-driven automation that delivers.

AI agent use cases for sales enablement

• Get real-time visibility into rep readiness. Agents synthesize training, coaching, and skill data to show which reps are certified, which still have gaps, and which need reinforcement on key behaviors.
• Track behavior change after enablement programs. The best AI sales tools with agents connect participation in initiatives, like a new sales methodology rollout—to actual shifts in seller behavior and performance over time, enabling clear impact reporting.
• Identify which training is driving performance. Agents analyze content usage and deal outcomes post-training to see which modules are improving results, and which need revision or better reinforcement with sales reps.
• Receive recommendations to improve training paths. Certain AI agents suggest tweaks to learning journeys—think shortening modules, reordering lessons, or adding practice—based on rep engagement, completion, and assessment patterns.
• Automate reinforcement for skills that decay. When your sellers stop demonstrating key behaviors, such as value messaging, AI agents trigger knowledge checks, content refreshers, or suggested coaching moments to rebuild skill.

Revenue operations

Highspot’s AI sales agents are like RevOps’ secret weapon: quietly brilliant, scary smart, and always working behind the scenes. They connect the dots across systems to show which content, training, and behaviors drive revenue growth.

Need to know where deals slow down or why certain collateral isn’t leading to conversions? Highspot Agents already flagged it. Our platform automates lead-qualification insights, pipeline trends, and performance comparisons across reps, thanks to our direct integration with Salesforce and other GTM tools.

More streamlined sales processes are no longer wishful thinking, with AI sales agents like those offered by Highspot. They’re programmable. This directly impacts RevOps’ ability to drive revenue growth and deliver clarity across GTM operations.

AI agent use cases for revenue operations

• See which GTM motions correlate with pipeline growth. Highspot’s AI agents analyze cross-functional go-to-market data to reveal which content, behaviors, or training activities consistently drive qualified pipeline and conversion increases.
• Spot breakdowns across the buyer journey. An AI agent can spot gaps in adoption, engagement, or execution, like reps skipping plays or buyers disengaging after stage two, so go-to-market leaders can fix issues quickly.
• Unify reporting across content, coaching, and training. Instead of wrangling internal and external data from multiple tools, AI agents centralize insight into one view, making it easier to spot trends, run analyses, and inform leadership decisions.
• Receive AI insights on forecast risk drivers. Meeting trends, behavior shifts, and rep activity are synthesized to flag deals that are and could possibly become at risk and suggest operational levers to improve revenue forecast accuracy.
• Get alerts on initiative execution gaps. Best-in-class AI agents for GTM teams track rollout progress, rep participation, and deal impact—flagging when enablement efforts are missing the mark or not translating into rep behavior.

Getting started with the best AI sales agents: Next steps for your team

“Far more than an efficiency play, AI will automate execution, orchestrate scale, and deliver better customer experiences,” Boston Consulting Group partners and principals recently wrote about the expanded use of artificial intelligence.

“Leaders who set a bold North Star, invest in capabilities, and commit to purposeful human oversight alongside automation will redefine what world-class sales performance looks like in the decade ahead,” the BCG leaders continued.

In other words? We’re at an inflection point. The use of AI is only going to explode further in the years ahead. And GTM ‘leaders’ who take full advantage of AI agents and other artificial intelligence tools will outcompete ‘laggards’ who fall behind.

Want your sales representatives to move faster and show up smarter in selling moments that matter and close deals with greater predictability and at scale?

It’s time to invest in an AI-powered platform like Highspot to act as your go-to-market engine and empower every team to boost their GTM performance.