A key issue preventing organizations from reaching their goals is the massive gap that exists between go-to-market (GTM) strategy and execution from their teams.
Nearly every GTM leader believes their strategy is being executed. Yet, only a fraction—10%—say it’s actually delivering results.
This gap between strategy and execution isn’t about lack of effort—it’s about scaling what works. Modern GTM organizations juggle hundreds of moving pieces: content, training, deals, data, and people. Even with the best strategy, execution falters without a way to align and activate these workflows in real time.
That’s where Nexus™, Highspot’s AI and analytics engine, comes in. By embedding trusted AI into every GTM motion, you can help teams turn strategy into action, consistently scale programs and deals, and drive measurable impact at every stage of the buyer journey.
Here are a few tips for leveraging Highspot’s latest AI innovations to close the execution gap and amplify GTM impact.
Empower every role to work smarter with Highspot Agents
Most companies are investing in AI, but few are realizing its full potential. While 77% of organizations are investing in AI, only 28% report measurable results. Due to disconnected data, inconsistent workflows, and a lack of trust in AI, these teams are unable to secure real ROI from their AI investments.
Highspot Agents change that dynamic—by unifying data, connecting workflows, and acting as trusted partners to your GTM teams. They help to scale what works and fix what’s broken without the manual lift. Between answering product questions, summarizing deal insights, automating content governance, or generating training lessons, Agents make every GTM team operate smarter and faster.
Teams can also create Custom Agents tailored to their unique needs. Trained on specific topics, such as product launches or customer support, these Agents pull from Spots loaded with relevant content to answer pressing questions. By leveraging Agents, organizations can build an intelligent support system that empowers every GTM role, keeping teams aligned, informed, and execution-ready.
TIP: Build a Custom Agent to help answer questions about technical support, an upcoming product launch, customer feedback, or any other company initiative. When reps use Highspot’s AI to get their answers quicker, they spend 2x more time engaging buyers—not wasting time searching for information.
Build training that adapts, learns, and scales with your team
Ineffective learning programs can erode GTM effectiveness, with reps spending roughly 29 hours per quarter in training—time that could otherwise be spent engaging buyers or moving deals forward. Traditional programs often strain the rep experience, requiring hours training on skills and material they already know, while reducing selling time and engagement. Meanwhile, enablement teams pour time into building standardized courses that fail to drive lasting impact.
It’s no surprise then that when asked how to improve GTM execution, only 10% of GTM leaders identified continuous learning as the solution. The issue is that many organizations train and coach their reps reactively, using the same materials for everyone—an approach that rarely drives behavior change. To build lasting readiness at scale, learning programs must be adaptive, personalized, and contextualized.
This is where AI bridges the gap: Adaptive Learning personalizes learning paths to reps’ skill levels, skipping material they already know and focusing on what they need most. Building on that foundation, AI-powered Role Play then takes learning from knowledge to action—enabling reps to practice learned skills in real-world scenarios that boost confidence before deals are on the line. To scale learning programs, enablement can leverage AI-generated training and save hours creating impactful training that helps teams prepare smarter.
TIP: Level up your traditional training methods by incorporating AI to boost skill development. Combine Adaptive Learning with Role Play to quickly identify gaps in rep behaviors and personalize development plans to enhance their performance. Customers actively using Highspot’s AI in their enablement programs are 33% more likely to drive meaningful buyer engagement across deals.
Coach smarter and close deals faster with Deal Intelligence
With 39% of teams reporting slower deal cycles and 30% falling short of win rate goals, visibility into pipeline health has never been more critical. Many organizations rely on anecdotal evidence or fragmented data stored in siloed tools, which makes it challenging to understand which deals are healthy, which are at risk, and where to focus coaching efforts.
Highspot’s Deal Intelligence changes that by giving managers and reps a unified, real-time view of pipeline performance—and goes further by applying AI to surface the signals that matter most. It helps teams assess deal progress, spot risks early on, and take action before opportunities slip. When using AI to elevate their coaching programs, teams are 20% more likely to improve revenue outcomes.
Beyond visibility into deal progress, Deal Agents drive real impact by guiding reps to take the actions that move deals forward. Whether it’s sharing the next-best piece of content, creating a personalized Digital Room based on the deal stage, or recommending the right action to take next, Deal Agents help teams navigate sales processes more effectively.
TIP: Empower managers and reps to use Deal Intelligence throughout deal cycles to catch at-risk deals and coach effectively toward next-best actions to keep deals moving. Highspot customers using AI to optimize their coaching experience 14% higher buyer engagement and influence 42% more opportunities.
Close the execution gap and transform GTM performance
Only a small fraction of leaders (just 6%) track the full set of performance signals across their GTM motions. This means most are flying blind—without the complete picture of what’s working, what’s not, and why. The GTM execution gap persists because insight alone isn’t enough; AI without action is just added noise.
By infusing AI into every GTM workflow, it becomes the connective tissue across content, training, coaching, and deals—turning disconnected efforts into streamlined execution. The result is a smarter, more aligned GTM engine with access to a holistic view of performance. Smarter AI doesn’t just make teams faster—it makes them stronger, turning strategy into consistent execution and scalable business impact.
This blog post is part of Highspot’s research-backed blog series, Highspot Insights. With the help of our research teams, we provide data-driven best practices for sales enablement. If you have a topic you’d like to learn more about, please let us know. We’d love to hear from you.
