To say artificial intelligence is changing B2B sales today is an understatement.
The use of AI for sales—beyond ChatGPT, Perplexity, Claude, Gemini, and the other popular Large Language Models (LLMs)—is quickly becoming the bedrock of high-performing go-to-market (GTM) strategies.
Leaders in your sales, marketing, enablement, and revenue operations teams face unprecedented (and, in all likelihood, constantly increasing) pressure to deliver predictable growth in an unpredictable market.
Yet all too often, these go-to-market teams are held back by fragmented systems, siloed data, inconsistent execution, and reactive insights that prevent them from driving tangible, meaningful impact for your organisation.
Generative AI, machine learning, and other artificial intelligence solutions are reshaping the way sales teams (yours included) operate—transforming sales performance by optimizing every aspect of the sales process.
From automating time-consuming admin tasks and generating tailored sales collateral, to coaching reps with real-time insights, incorporating AI sales strategies and processes is moving GTM teams from merely doing more to doing what actually drives business growth—consistently and at scale.
But it’s vital to recognize not all AI sales solutions deliver the same value.
Breaking down the current technology landscape of AI for sales teams
The market is flooded with AI sales technology promising impactful outcomes.
But many of these platforms fall short because they focus on superficial automation without the depth and data connectivity (direct integration with their GTM tech stack) needed to truly transform sales operations.
The result?
Sales teams drown in data but starve for actionable, actually helpful insights.
“AI without action is just noise,” Highspot CEO Robert Wahbe noted in our Go-to-Market Performance Gap Report. “Insight without execution is just observation. Strategy without structure is just a slide—and no one executes a slide deck.”
For all your go-to-market teams, the distinction is clear: Scalable, repeatable success hinges not just on leveraging AI but also choosing solutions that:
- Align very closely with your sales process and methodology
- Provide personalized guidance to each and every sales rep
- Deliver measurable improvements in overall sales performance
You don’t need ‘AI as a feature.’
You need ‘AI as a strategic partner’—one that is deeply embedded in all sales reps’ workflows and decision-making, helps them analyse data and insights to take the ‘correct’ actions, and, at the end of the day, empowers them to move faster, show up smarter, and win more.
“Ambitious ‘AI Leapers’ have invested in AI tools but lack the systems to act with precision,” said Robert. “The truth is AI only works when it’s aligned with people, process, and performance. Otherwise, you’re flying blind and burning out your teams in the process.”
The latest insights on AI sales solutions
Highspot’s State of Sales Enablement Report 2025 shows that, when blended seamlessly in your company’s sales operation and GTM motion, best-in-class, AI-powered technology can have an outsized impact:
- Four in five (82%) B2B sales teams that use AI-driven sales enablement platforms reported an increase in rep productivity, with 37% of these sellers seeing productivity gains of more than 20%.
- Large-scale organisations that implemented AI-powered sales coaching tools experienced a 24% increase in rep quota attainment and win rates, compared to before they onboarded the solution.
- Companies that take advantage of generative AI for sales content creation and optimization saw a 30% higher buyer engagement rate, compared to those using traditional content-creation methods.
The main takeaway from our research?
The ‘right’ AI sales solutions don’t just streamline daily workflows for your GTM teams.
These tools also directly influence near- and long-term revenue growth for your business.
“Across the full scope of go-to-market efforts, AI is changing the game,” according to the report. “It’s empowering organisations to engage buyers better, win more often, and secure greater revenue than ever before.
“Simply put, it’s enabling go-to-market teams to execute more effectively and, in doing so, secure unprecedented growth,” our report continued.
Using AI to address GTM performance gaps
At Highspot, we’ve seen firsthand how AI in sales enablement goes beyond just automating common, repetitive tasks for reps. It’s also about amplifying the potential of your sales teams—enabling them to:
- Master product messaging and positioning faster
- Apply sales methodologies more effectively
- Get access to and act on real-time sales data
- Deliver personalized, AI-powered buying experiences
- Have more impactful sales conversations with leads
- Move prospects through the sales funnel faster
- Learn ‘good’ sales behaviours to close more deals
In other words, AI becomes a powerful, strategic layer that connects every GTM signal—spoken, shared, or shown—and transforms them into precise, role-specific actions that drive deals forward.
As our 2025 sales enablement report, titled “The AI edge: Redefining go-to-market effectiveness,” rightly indicated, “AI is no longer optional” for enterprise B2B organisations.
“It’s foundational.”
Companies that resist the shift or settle for surface-level point solutions (many of which oversell their AI capabilities) often quickly find themselves outpaced by competitors who know that smarter insights lead to more impactful actions by each GTM team and more predictable business growth.
Ask yourself: Are you making the most of AI for revenue operations and sales success?
If the answer is no, it’s time to reevaluate your go-to-market approach—and tech stack—to better empower your reps, account executives, and other sellers to double-down on what works and ditch what doesn’t.
AI for sales: A growth accelerant for enterprises across industries
Look no further for proof of the efficacy of AI for sales forces at big B2B businesses like yours than the following data points that show adoption of the cutting-edge, constantly evolving tools is clearly on the rise:
- A 2024 McKinsey report indicated large B2B companies utilizing generative AI across their sales functions have seen a productivity boost of up to 40%, enabling their sellers to spend significantly more time directly engaging customers instead of tackling time-consuming, back-office work.
- A 2024 MIT Sloan Management Review survey found 67% of enterprise business leaders are already early adopters of generative AI, demonstrating a clear trend toward recognizing the power of and implementing AI to drive better decision-making and enhance strategic business insights.
- A 2025 Boston Consulting Group report discovered one in three scaled companies globally plan to invest over $25 million in AI initiatives in 2025, underscoring a robust commitment among B2B leaders to harness AI’s transformative potential to achieve competitive advantages.
It’s inspiring to see so many GTM teams at companies in manufacturing, financial services, healthcare and life sciences, and other industries go all in on emerging AI technology.
By doing so, these leaders empower their sales reps, marketing teams, and enablement staff to do more of the ‘right’ things that work in GTM motions and, ultimately, provide better customer experiences.
That said, not all AI sales tools are the same. (Far from it, in fact.)
“Lots of AI tools can act,” said Robert.
“But without knowing what works, they just create noise and drive the wrong actions. This isn’t about replacing people—it’s about elevating them,” he added.
When evaluating AI-powered platforms, you and other go-to-market and revenue leaders should look for AI tools that set your sales organisation up for success in the long run.
That means finding solutions that can lead to:
Improved performance by sales representatives
The best AI sales tools enhance the effectiveness of your reps’ sales activities by providing them with real-time data and guidance on next-best actions.
More specifically, leading AI tech helps them:
- Personalize comms and outreach to leads with AI-generated content tailored to individual preferences, expressed needs, and buying behaviours
- Act as intelligent sales assistants that guide your reps on what actions to take with specific engaged stakeholders and accounts in their funnels
- Enable more savvy AI sales prospecting by identifying and prioritizing leads that closely align with your company’s ideal customer profile (ICP)
- Leverage CRM data effectively to gain a holistic view of all high-value accounts, enabling them to prioritize follow-ups and customize messaging
- Execute AI sales role plays to practise conversations before engaging prospects and refine and reinforce their messaging to best resonate with leads
In short, onboarding AI for sales reps enables them to eliminate tasks like manual data entry and sales script development and start delivering more compelling buyer experiences.
Better sales forecasting for go-to-market leadership
“Organisations everywhere struggle to correlate action with impact,” Highspot’s Go-to-Market Performance guide explained. “It’s why translating strategy into efficient execution is such a common challenge.”
Today, though, innovation in sales analytics—like Highspot Nexus, our unified AI and analytics engine—is making it possible to understand precisely how go-to-market efforts impact business outcomes and what to do about it.
Leading AI sales tools that integrate seamlessly with popular CRM solutions like Salesforce and other business-critical solutions now empower GTM leaders with more accurate sales forecasting capabilities.
Through their interconnected go-to-market technology ecosystem, GTM leaders can more capably analyse historical performance data, identifying patterns that predict pipeline progression and conversion.
Richer sales intelligence for revenue leaders
It’s not just sales, marketing, and enablement leaders who benefit from AI. Chief Revenue Officers and Revenue Operations (RevOps) directors can also glean valuable insights from lead and customer data.
Take the predictive analytics capabilities offered in some AI tools today.
Knowing which reps are and aren’t closing deals efficiently and quickly and factoring in data points like total customer interactions, how often reps are scheduling meetings with prospects, and overall sales engagement with sales emails and a digital sales room is invaluable for revenue leaders.
Analysing a blend of historical data and real-time data with recent lost, won, and no-decision deals can help your revenue leaders better forecast annual recurring revenue and recommend changes to reps’ existing sales workflows and sales managers’ AI -driven coaching to better meet crucial revenue targets.
Bottom line: Sales intelligence tools just got even smarter, thanks to AI.
5 popular use cases for AI in sales
Let’s dig a little deeper into some of the specific ways in which your company can capitalize on AI for sales, just like countless other scaled B2B organisations have so far.
1) Sales coaching with help from AI-powered conversation intelligence tools
Effective coaching significantly boosts sales reps’ ability to close deals.
Using AI-driven conversation intelligence tools like Highspot that analyse recorded sales calls can help sales managers offer actionable feedback tailored to each individual rep and their buyer engagement.
This sales AI technology identifies key behaviours, such as speaking pace and objection handling, to give reps insights into what helps advance—and what tends to stall—discussions with high-value prospects.
Go-to-market teams with Highspot leverage our AI sales coaching solution to pinpoint specific moments in sales conversations where reps could stand to improve.
This allows reps to adjust their strategies proactively.
Our platform’s AI even learns your sales managers’ preferences to form a digital coach version of them, in a sense, which allows for consistency with the counsel and suggestions provided to their salespeople.
Sales managers can also quickly review insights from live and recorded calls and offer custom guidance to reps as needed. Our solution then learns from that coaching so reps can keep strengthening their sales skills.
AI in sales example: Nayax saw 77% higher buyer engagement using AI sales call insights.
2) Using advanced machine learning to generate sales content recommendations
Providing your sales reps with timely, relevant enablement content dramatically increases deal velocity. Luckily, AI sales tools exist that can auto-suggest assets to specific reps to help them deliver the right info at the right time.
Our State of Sales Enablement Report found 42% of B2B companies now automate sales content creation. This helps their reps instantly create customized resources for buyers.
Some AI sales tools, like Highspot, offer machine learning capabilities that not only help GTM teams like yours construct personalized pitch decks and digital sales rooms, but also discover which collateral is most impactful and lean on AI to recommend content for sellers to utilize more frequently.
Highspot identifies high-performing content being shared by reps in recent days, weeks, and months that resonate with prospects, moves those individuals through the sales funnel, and influences revenue opportunities.
Our sales enablement technology’s rules-based, AI content recommendations factor in CRM data tied to engaged leads to deliver content suggestions that align precisely with buyer stages and account specifics.
AI in sales example: Juniper Networks reduced sales reps’ content search time by 95% using AI.
3) Leveraging cutting-edge AI agents to make more-informed go-to-market decisions
When you hear ‘AI agents,’ you may think of automation that will take over your reps’ jobs. That isn’t the case, though. Rather, generative AI agents augment your sales professionals’ ongoing work.
Performing routine analytical tasks and surfacing critical insights in real time are the main use cases for AI sales agents today. They act as de facto AI sales teammates that tap into the wealth of internal knowledge and expertise to become smarter over time and, in turn, better support GTM teams.
Highspot Agents streamline coordinated execution across sales, marketing, and enablement teams, considerably enhancing (and speeding up) their decision-making and, for reps, their sales effectiveness:
| Highspot Agent | Value of AI agent |
| Sales AI agent | Recommends strategic, next-best actions tailored to each sales scenario so reps can make timely, intelligent decisions tied to the active opportunities they work |
| Marketing AI agent | Analyses enablement content data to identify which collateral drives engagement, impact lead-scoring changes, and lead to the most customer conversions |
| Enablement AI agent | Delivers targeted coaching recommendations for enablement leaders to help reps improve their performance over time and better utilize sales content at their disposal |
AI in sales example: Antech Diagnostics boosted lead engagement 50% by using AI in sales.
4) Tackling administrative tasks and back-office work with helpful AI sales assistants
The best AI-powered sales assistants dramatically reduce manual administrative workloads for your sales team. They automatically update CRM records, schedule follow-up meetings, and suggest (or even manage) sales outreach.
Consequently, reps can focus their energy on high-value selling activities.
These intelligent assistants also track personalized communications with prospects, flagging critical interactions that require immediate attention.
Meanwhile, automated reminders and prompts ensure reps never overlook important deadlines or tasks, like connecting late-stage leads with a sales engineer.
Improved time management from utilizing AI-powered sales assistants directly translates to greater sales productivity and higher conversion rates.
Think of them as sales automation helpers that free up potentially dozens of hours for each rep every month and take repetitive tasks off their plates altogether.
AI in sales example: DocuSign decreased sales cycle time 10% using our AI sales software.
5) Conducting quick yet in-depth account research to learn more about leads
Researching accounts used to be a laborious task for sales representatives.
Thankfully, there are now groundbreaking AI solutions that automate the collection and analysis of sales data on prospects and target accounts.
These tools consolidate information from various tools in your sales technology stack, providing reps with detailed, actionable insights quickly.
Everything from the latest customer behaviour and engagement, to company news, leadership changes, and recent market activities can be fed into certain AI-powered sales platforms to help reps demonstrate a deeper understanding of the needs of their primary points of contact at their accounts.
AI in sales example: Reliance Matrix saves reps 50 hours a month with CRM-AI integrations.
The AI sales tools every large company needs for GTM success today
The importance of harnessing AI for sales is evident to go-to-market stakeholders like you. Knowing which specific tools are worth the investment is less so.
(Especially in an era where many B2B software vendors claim to have cutting-edge AI when they really just have half-baked features or bolted-on tools).
Your optimal AI sales technology starting point begins with these must-have SaaS solutions that have elevated GTM performance for many large organisations.
Unified go-to-market enablement platform
Your CRM is the centre of your go-to-market universe (as it should be).
But a GTM enablement platform with advanced yet easy-to-use sales enablement capabilities (content management and governance, AI sales training and coaching, exhaustive analytics and reporting) is what can be an AI-powered extension of your GTM teams.
With AI working in the background as a trusted partner, Highspot’s GTM performance software can help your sales, marketing, and enablement teams gain efficiency, spot risks early, and teach at scale:
- For reps: Accelerate work and close more deals with AI that acts like a teammate.
- For managers: Drive and scale top-performer execution with AI that IDs what works.
- For enablement: Scale winning behaviours with AI that guides all your GTM teams.
- For marketers: Launch smarter and optimize faster by leveraging AI content signals.
The cumulative effect of our solution’s AI when used by these four go-to-market stakeholders at your company is greater clarity and confidence that, ultimately, helps you close your GTM performance gap.
Customer relationship management (CRM) software
Salesforce was at the forefront of the AI sales revolution and evolution. The renowned CRM provider has made substantial progress in building some state-of-the-art AI capabilities.
When connected with other essential sales tools, including a GTM enablement platform like ours, sellers get just-in-time guidance to personalize pitches to prospects in the moment.
Reps can map their individual sales activity in Highspot to customer records in Salesforce to create a 360-degree view of how sales content, programs, and plays impact deal decisions.
“Connecting the two tools means you can always draw a clear line from sales activities to business outcomes, allowing you to repeat the behaviours that lead to wins,” Highspot Sr. Director, Revenue Enablement Annie Lizenbergs said about our Salesforce integration.
AI-powered lead qualification and scoring solution
Evaluating buyer intent and prospect potential is equal parts art and science. You need agreed-upon criteria to rate and prioritize leads and determine if and when to engage them.
Thankfully, there are now AI-powered lead qualification tools that employ advanced predictive modeling techniques to help reps spot top prospects to engage now versus later.
This makes it easier (and quicker) for your reps, account executives, and sales managers to analyse vast datasets and more accurately assess the likelihood and timing of conversion.
Factoring in recent buyer behaviour and historical lead engagement, AI sales qualification platforms can automate lead scoring, helping reps reduce wasted time chasing leads with a low conversion probability and improving their overall sales efficiency and impact.
Revenue intelligence and forecasting tools
“Without clean, connected data, sellers don’t know why an account is hot, who to engage, what to pitch, or how to tailor the message,” Bain & Company recently wrote. “While many firms jump ahead to guided selling, reps first need insights that are trustworthy, easy to act on, and genuinely new.”
Enter sales forecasting and revenue intelligence tools.
Connecting these solutions to your CRM and GTM performance platform creates a 360-degree view of all customer data and the sales activities that helped turn them into new business.
Real-time pipeline visibility combined with historical sales intelligence provides the predictive analytics your revenue leaders, in particular, need to make data-informed adjustments to your sales process.
“By implementing precise forecasting methods, you can anticipate market trends, customer needs, and potential challenges, allowing your team to be proactive rather than reactive,” according to Highspot’s Step-by-Step Guide to Improve Your Sales Process.
All you need is the right AI-powered platform to aid with your forecasting.
Bonus: Emerging AI sales software options
The AI sales landscape is constantly evolving. New AI tools go to market every week. And it seems many enterprises are more willing than ever to allocate budget to these tools.
Stanford’s 2025 AI Index Report found business adoption of AI tools is accelerating rapidly, with 78% of companies reporting they used AI in 2024—an increase from 55% in 2023.
The above solutions are undoubtedly essential to your sales operations.
That said, still investigate other options that can aid with various tactics, tasks, and activities your reps and account executives undertake daily to ensure they are set up for success.
Starting (or continuing) your AI sales journey to accelerate growth
When it comes to adopting artificial intelligence for sales, remember: Only with intentionality and alignment can you realize the impact, accountability, and outcomes you desire with your go-to-market strategy and business at large.
The ultimate goal of incorporating best-in-class AI for your go-to-market team’s technology stack is to equip, train, coach, and guide your reps so they can scale what works (and ditch what doesn’t) and, in turn, enable your entire GTM team to help contribute to sustainable and predictable revenue growth.
An AI-powered go-to-market strategy is never ‘complete.’
But you can get yours off the ground (or adjust your existing one) with a forward-thinking mindset, revamped processes, and proven technology.