Today’s sellers have access to a growing collection of agents, copilots, and other AI tools, each one capable of automating tasks that previously took hours to complete.
AI is changing the game for go-to-market (GTM) teams, but a lot of its potential remains untapped. Many sellers haven’t even taken their new tools out of the box, while others are using them in limited ways with limited results. The latest GTM Performance Gap report from Highspot found that just 28% of companies report that AI is improving performance, despite 77% investing in it.
How can your sales organization transition from potential to performance? The key is in unlocking the right AI-human workflows: understanding where AI fits into each stage of the sales cycle and taking the right approach to human-AI collaboration.
From lead generation to winning the deal
Today’s high-performing sellers know how to weave AI into every part of the sales process, from identifying prospects and perfecting pitches to getting deals over the line.
Powered by Nexus, our unified AI and analytics engine, the Highspot Agentic Platform levels up GTM workflows with embedded deal intelligence, skills feedback, and advanced automation.
1. Identify prospects with potential
Your sales reps can only dedicate so much time to prospecting each day. To get the most out of their outreach, sellers need to identify and prioritize the prospects that have the greatest potential.
That’s not easy when sellers are relying on scattered data or gut instinct. A buyer who seems enthusiastic about your product might lack the urgency to drive the deal forward, while a prospect who’s quick to present an objection might actually have a tight deadline that makes them worth pursuing.
Highspot AI helps sellers focus on lucrative prospects and avoid wasting time on lukewarm opportunities. A single low or high-interest cue doesn’t dominate the score; instead, AI weighs every signal to accurately determine how likely a prospect is to convert. Sellers can also use AI to detect and revive sales conversations that had potential but stalled in the early stages.
2. Personalize sales outreach
Even after you’ve narrowed down your prospects, drafting emails and creating personalized sales assets can take up hours of a seller’s workday. When sales reps are managing dozens of deals at once, they might have to cut corners by serving up generic, one-size-fits-all content.
AI can do the heavy lifting for your sales teams by tailoring emails, sales presentations, and other assets based on buyer personas, segments, and deal stages. By automating repetitive tasks with AI, sellers can multiply the number of potential customers they reach each day and dedicate more time to higher-level strategic tasks.
Sellers in highly regulated industries can save even more time with intelligent automation for GTM teams. The Highspot Agentic Platform draws on data and content from across your ecosystem to generate targeted, compliant materials in minutes.
3. Perfect high-stakes sales conversations
High-performance sales teams depend on coaching to grow and improve. But when managers are responsible for dozens or even hundreds of sellers, overseeing practice and providing feedback isn’t always an option. Even when sellers do get time with their manager, it could be days before they put what they learned into practice.
Highspot AI Role Play is an always-available, self-service tool your sellers can use to practice the skills they’ll need in their next call. Sellers can customize the virtual buyer’s role, background, conversational style, and personality, and add in objections that match the specific deal and sales scenario.
AI provides the instant, objective feedback your sellers need to perfect their performance without adding to their manager’s workload. Sellers can role-play complex pitches as many times as they need and walk into every conversation with the confidence of someone who’s been there before.
4. Make the right move at the right time
Role play is the best way to prepare for pitches and presentations, but it’s impossible to know how conversations will play out in real life. A buyer might ask a question your seller didn’t see coming or request to see technical data they don’t have at hand. Instead of pausing the conversation to search for answers, your seller can deploy an AI agent to quickly surface the relevant information and insights.
Highspot AI also helps sellers make the right moves between each sales conversation. Deal Intelligence, powered by Deal Agent, provides guidance grounded in the entire context of the deal; aggregating changes to CRM data, buyer engagement, and meeting intelligence from recorded conversations. Sellers can ask Deal Agent to identify emerging risks and recommend next steps and content that will help keep the deal on track.
5. Execute, learn, learn again
Your sales reps aren’t going to close every deal, but that doesn’t mean nothing was gained. AI in sales enablement turns missed opportunities into learning experiences so that sellers can perform better every time.
Highspot combines input from managers, sellers, and enablement with real performance data to show what went well and pinpoint gaps. Managers can also lean on AI to create role-specific learning paths that help every rep upskill faster. AI-powered scorecards are another powerful tool, revealing the behavior that drives results so that you can scale what works.
Why isolated AI tools fall short
When GTM teams use different AI tools at different stages of their workflow, they get sporadic, inconsistent results. Isolated tools can’t connect signals across content, training, and deals, and they fail to drive coordinated action as a result.
While standalone roleplay solutions can improve generic sales skills, they don’t have the context required to reflect real-world environments. In contrast, Highspot connects role play to your sellers’ ongoing deals and tailors practice to your team’s talk tracks, target personas, and skills.
Generic copilots also fall short for GTM teams. AI agents are only able to translate buyer signals into actions and make precise recommendations when embedded directly in your sellers’ workflows. Highspot replaces siloed AI solutions with a single, unified system.
Human-centered AI wins deals
The growing role of AI in sales enablement means humans alone can no longer be competitive. A human sales rep will inevitably lose out to a human who integrates AI into their workflows. However, that doesn’t mean soft skills are any less important — trust, empathy, and emotion are still key to building relationships and keeping sales moving forward.
Human-AI workflows should be the ultimate goal for GTM organizations in every industry. Highspot can help you get there first with AI in sales coaching, intelligent automation, and real-time deal intelligence throughout the sales cycle.
To find out more about coordinated AI workflows for your sales organization, read: From Hype to Reality: How Sales Leaders Can Use Agentic AI to Rewrite the Sales Playbook.
