Go-to-market (GTM) leaders across industries describe the same challenges. Their teams are buried in data, surrounded by tools, and pressured to move faster. There’s no shortage of information, just a shortage of time to act on it. By the time a team digs through dashboards and decides what to do, the buyer has already moved on.
The gap between knowing and doing keeps getting wider, and leaders have spent years trying to close it with more technology. But fragmentation is the real problem. Data, content, and training live in different systems, owned by different teams, and measured in different ways. No wonder execution breaks down.
This shift is showing across the market too. The 2025 Gartner® Magic Quadrant™ for Revenue Enablement shows how connected systems are changing how GTM teams work. Highspot was named a Leader and positioned highest on the Ability to Execute axis, which we feel proves that the shift from disconnected tools to unified execution is already paying off.
How AI closes the gap
AI helps teams work as one by connecting the systems that have been operating in silos for years. It learns from what happens across the business, identifies what works, and helps people act at the right time.
Consider a deal that suddenly stalls. The team knows something’s off but can’t see why. Marketing looks at engagement numbers. Sales checks CRM. Enablement digs through training records. Everyone’s looking at a different part of the picture, and it takes days to piece together what actually happened.
AI brings those pieces together in seconds. It shows which emails went cold, which content lost traction, and where a quick coaching moment could turn things around. Instead of reacting after a lost deal, teams can fix the issue while it still matters.
Enablement is entering a new era
AI is changing how teams work together and what enablement really means. When data, content, and training finally sit in one place, leaders can easily see what’s working and what’s not. And every buyer interaction becomes a chance to learn and get better.
That kind of visibility is expanding enablement across the entire revenue team. Marketing, operations, and customer success all shape the buyer experience, and AI helps keep everyone on the same page. And the seller, the one bringing it all together in front of the customer, is at the center of it all. The new era of enablement gives sellers what they need to stay prepared, focused, and confident.
Highspot is helping organizations make the shift. According to us, recognized by Gartner as a Leader in the 2025 Gartner® Magic Quadrant™ for Revenue Enablement and a Customer’s Choice in the Gartner ‘Voice of the Customer’ report, Highspot shows how connected, AI-powered enablement helps organizations perform at their best.
Turn data into practical next steps
The real power of connected enablement shows up in what teams can do with their data. Insights only matter if people can act on them, and that’s where AI makes the biggest difference.
Agentic AI helps teams turn information into action. Instead of flooding people with reports, it spots what needs attention and gives them clear next steps. That could mean flagging outdated content, suggesting a quick coaching tip, or pointing out a deal that’s starting to stall.
Highspot’s Deal Agent is one of the clearest examples. It sits right inside active deals and uses what it knows about the seller, the buyer, and the context of the opportunity to offer advice in real time. It might surface when engagement slows or recommend content that’s helped re-engage similar buyers. Deal Agent is always focused on helping reps act, not evaluating performance.
Rather than replacing anyone’s judgment, agentic AI helps people make faster, smarter decisions. Companies using Highspot report a 24% increase in win rates and 20% more reps attaining quota. That’s because they’re no longer working in the dark. They’re getting the right information at the right time, and they’re acting on it.
The new standard for GTM success
AI has already changed how GTM teams work. The difference is that it’s no longer optional. Deals move too fast, and buyers expect too much for teams to rely on guesswork or disconnected systems.
Built to drive performance, not just analyze it, Highspot’s agentic platform brings AI into every part of the GTM engine—content, training, coaching, and buyer engagement—so every team works from the same source of truth. It reflects what many organizations already know: AI is key to driving consistent, measurable GTM performance.
To learn more about this market transition, read the 2025 Gartner® Magic Quadrant™ for Revenue Enablement.
Gartner, Magic Quadrant for Revenue Enablement, Doug Bushée, Melissa Hilbert, Bill Yetman, 10 November 2025.Gartner, Voice of the Customer for Revenue Enablement Platforms, By Peer Community Contributor, 30 January 2025.
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