Every sales and marketing leader today is navigating the same reality: the game has changed. The buyer’s journey is more complex, teams are stretched thin, and expectations for personalisation, efficiency, and measurable impact may seem unattainable.
It’s no wonder AI has become the hottest topic in every go-to-market (GTM) conversation.
But here’s the truth: adopting AI doesn’t automatically make your GTM organisation more effective. According to Highspot’s latest GTM Performance Gap Report, while the majority of companies are investing in AI, only a fraction are seeing it translate into meaningful performance gains.
The issue isn’t enthusiasm, it’s execution. That’s where AI maturity comes in, and where Highspot meets you where you are, helping you turn potential into measurable progress.
Understanding AI maturity in GTM
AI maturity isn’t about how many AI tools you have. It’s about how well AI is embedded across your GTM motion: how insights move from data to action, how enablement supports every customer interaction, and how aligned your sales and marketing teams are around shared goals.
Highspot’s research shows that while 77% of GTM organisations have begun integrating AI, most are still early in their maturity journey. Many are experimenting, using AI for tasks like content generation or prospect scoring, but have yet to build the structure to turn those experiments into repeatable, scalable impact.
That’s where the opportunity lies.
Highspot meets you where you are
If you’re just getting started
You might be piloting AI-driven tools, automating outreach, analysing engagement data, or testing generative content. But it’s easy to get lost in experimentation when there’s no clear alignment among marketing, enablement, revenue operations, and sales.
The truth is, without a strong foundation, even the most promising AI pilots can stall out. Alignment, clarity, and consistency are what unlock scale, turning isolated wins into durable progress. That’s why it’s not just about trying AI; it’s about embedding it within the systems, workflows, and behaviours that already drive your GTM motion.
Highspot helps you establish a strong foundation. We work with your teams to identify your top pain points and connect those directly to targeted AI use cases.
For example:
- AI Role Play can simulate real-world selling scenarios, helping sellers practice objections, refine messaging, and build confidence before they’re in front of a buyer.
- Agentic AI can act as an intelligent teammate, extending your team’s impact by identifying what’s working, from content to coaching, and helping you scale it. In parallel, Highspot also identifies GTM execution problems and automates solutions.
You don’t need to overhaul everything at once. You just need to start where it matters most.
If you’re in the middle of the journey
Maybe you’ve deployed several AI tools across your tech stack, but you’re struggling to connect the dots. Marketing has data. Sales has dashboards. But alignment? Still a work in progress.
This is the “GTM gap”: the disconnect between strategy and execution, where insights don’t translate into action, systems don’t talk to each other, and teams operate in silos. It’s what slows down buyer engagement, clouds decision-making, and keeps performance potential just out of reach.
This is where Highspot helps bridge that GTM gap. Our platform unifies your sales and marketing efforts so AI insights don’t sit in silos; they flow across the entire buyer journey.
With Highspot’s agentic AI, sellers get personalised guidance within the tools they already use, like CRM or email, while marketing teams gain visibility into which assets actually influence deals. Together, you can fine-tune your strategy in real time based on what’s resonating with buyers, not just what’s being published.
And because everything is measurable, usage, readiness, and conversion, you can prove and improve the impact of your efforts across both teams.
If you’re ready to lead
First of all, be proud of this step. For mature GTM organisations, AI isn’t just a feature; it’s the operating system. High-performing teams are using AI not to replace human creativity or connection, but to amplify it.
At this level, Highspot acts as your GTM command center. Our platform brings together:
- Enablement, content, and analytics in one system
- Agentic AI that proactively guides sellers and marketers
- Role play and coaching that scale skill development
- Insights that connect every marketing campaign to every closed deal
When AI and enablement are unified, GTM excellence follows. Content is smarter, reps are sharper, and every team member knows how to move the deal forward.
Why Highspot is the partner for sales and marketing leaders
- AI built for GTM: Highspot’s agentic AI isn’t generic; it’s purpose-built for sales and marketing performance.
- Enablement meets intelligence: From onboarding to deal acceleration, our AI-powered role play and analytics turn learning into lasting behaviour change.
- Unified platform: Marketing, enablement, and sales operate from one system of record, so teams stay aligned, and every decision is informed by real buyer data.
- Measurable outcomes: We connect activity to revenue impact, helping you prove ROI on content, campaigns, and training programmes.
- Adaptable partnership: No matter your AI maturity, Highspot scales with you, building structure before sophistication, and adoption before automation.
The next step in your AI journey
If your goal is to make your GTM engine faster, smarter, and more aligned, start by understanding where you are today.
- Assess your maturity: What’s working, and what’s not, in your current sales and marketing workflows?
- Pick one high-impact use case: Choose something visible and measurable, like improving pitch consistency or increasing content adoption.
- Embed AI in the flow of work: Let agentic AI and role play guide your team, not overwhelm them.
- Measure and scale: Once you prove the value, expand systematically across your GTM motion.
AI maturity isn’t a destination; it’s a journey. And you don’t have to navigate it alone.
With Highspot, you gain more than a platform; you gain a partner. One that understands your GTM challenges, accelerates your path to maturity, and helps your sales and marketing teams perform at their highest potential.
