How to choose the right AI sales tools for your team

As a modern GTM leader attuned to all things artificial intelligence today, you’ve probably already had that “Do we really need this AI sale tool?” moment: the pause before signing the PO, the side-eye at yet another flashy vendor demo.

You know the pressure is (always) on to hit aggressive revenue targets.

But you also know it’s hard to justify adding another platform to the mix when your sales team’s already juggling a dozen-plus solutions in their day-to-day.

Still, the hesitation makes sense. After all, AI is hyped, noisy, and packed with buzzwords. Sorting through the AI noise can feel like another full-time job.

But here’s the thing: Many state-of-the-art AI sales tools actually can now do most of the gritty, high-leverage work that used to eat your sellers’ time alive.

Some solutions, like Highspot’s sales enablement platform, now equip, guide, train, and coach your reps—all in the flow of work—to realise better sales performance.

Whether you’re parsing buyer-intent signals or analysing conversation data, AI brings together revenue intelligence and GTM initiative-related insights to paint a picture of what works so you, along with leaders in marketing and sales, scale it.

That’s why so many revenue operations teams are bullish on AI.

The tools aren’t just smarter. They’re also faster, sharper, and built for everything: from predictive lead scoring and pipeline generation, to sales meeting prep and onboarding.

TL;DR: Now is the time to explore the (ever-growing) AI sales tool landscape and invest in software that has proven to help B2B organisations like yours enhance operational efficiency, accelerate revenue growth, and outshine the competition.

The trick, of course, is knowing how to cut through the AI noise to find the right systems.

Something this guide can help with.

Why investing in the best AI sales tools for your GTM teams is important

When nearly half (46%) of go-to-market leaders indicate they intend to significantly invest in AI sales tools in the years ahead, as Highspot’s GTM Performance Gap Report recently discovered, you know the technology is here to stay.

Despite calling them “AI sales tools,” it’s important to recognise these solutions actually help your counterparts in marketing and enablement as well.

Your reps get an always-on sales assistant to tackle admin work and inform decision-making

Reps don’t need more sales dashboards. Rather, they need help getting to their next “Yes” from leads faster. To get there, they need less admin on their plates.

An AI sales assistant can auto-log meetings, suggest next steps, and surface the content reps need before they even ask. This leads to smoother follow-ups, smarter messaging, and more time back for what matters most: evaluating MQLs, building pipeline, and closing more deals.

And when such an AI sales assistant is baked into your everyday sales process, reps move with more precision and confidence, even when the pressure’s on.

Your enablement and marketing teams get AI-powered insights into what drives GTM performance

No more guessing whether your latest messaging, content, or play is landing is the dream for today’s sales enablement teams. Lucky for them, leading AI sales tools can show them what sticks and what stalls in reps’ deal discussions.

With AI-driven insights at their fingertips, your enablement, sales, and marketing teams can all iterate faster and tie GTM initiatives directly to outcomes.

Your enablement personnel, in particular, can focus on what moves the needle while your marketers refine the assets that actually help sellers close deals.

“With unified, AI-powered enablement, growth leaders can easily repeat smart selling habits,” according to Highspot’s Turn GTM Strategy Into Revenue Guide. “They remove uncertainty. They remove guesswork. They move fast and stay focused. And when the market shifts, they’re ready to shift with it.”

Your revenue leaders can more easily spot pipeline trends and deal risks to improve operations

Executives don’t need more reports. They need visibility into what’s helping reps generate new business and what’s putting high-value in danger of falling apart.

An AI-powered tool can analyse conversation data, opportunity changes, and other CRM activity and insights to highlight red flags before a negotiation spirals.

For instance, revenue intelligence platforms can show which reps are slipping behind on follow-up or where sales velocity is coming to a screeching halt.

This enables RevOps to work with you and other sales leaders to act quickly and confidently in aiding BDRs’ pipeline management and maintain deal momentum.

Advantage of AI sales tools	Why it matters
Auto-suggests content, based on buyer stage and behaviour	Help your sales team deliver the right message at the right time and improve customer interactions and outcomes.
Surfaces real-time conversation intelligence from all sales calls	Give managers valuable insights they can use to coach smarter and unlock hidden patterns in active sales opportunities.
Automates follow-up actions and sales outreach tasks for sellers	Ensure all reps follow up with leads promptly and consistently, increasing your chances to close more sales.
Enhances pipeline visibility with AI-powered revenue intelligence	Support stronger sales pipeline management by showing what’s working and what’s blocking progress.
Syncs and enriches contact data in your CRM with minimal friction	Maintain data hygiene while eliminating manual data entry and improving segmentation and targeting accuracy.
Integrates AI features into your BDRs’ existing sales processes	Keep your team productive without requiring a process overhaul, helping them move fast within the sales process.

10 ways that sales AI tools help go-to-market teams execute smarter

That’s the high-level value prop of AI assistants of varying kinds.

Here are more specific ways in which you can leverage artificial intelligence in sales.

1. Guide reps to the right content, messaging, and plays for each selling scenario automatically

With cutting-edge AI sales tools, reps don’t have to deliver frantic Slack messages or dig through folders to find the collateral they need for a given deal.

Instead, your sellers can instantly find what they need, right when they need it, even if it’s halfway through a pitch or one minute before a buyer meeting.

An AI-powered sales enablement solution like Highspot—an agentic platform for go-to-market teams—acts as a digital sherpa, leading sales reps to the perfect deck, pitch, sell sheet, or battle card without breaking their flow (or their spirit).

2. Strengthen sales engagement with more relevant assets tailored to every buyer persona

You can finally kiss random PDF pitching goodbye and send content that hits buyers like a bullseye every single time, with best-in-class AI sales tools.

Again, an all-in-one platform for GTM teams like Highspot adapts to audience behaviour and activity and tailors assets to target accounts based on their industry, buyers’ role, funnel stage, and other CRM data, thanks to direct integration with customer relationship management systems like Salesforce Sales Cloud.

3. Leverage conversation intelligence insights to refine messaging and coach more effectively

The days of “Just wing it” are over with AI sales tools that listen, learn, and loop in the insights—more specifically, conversation intelligence—from BDRs’ sales calls to help your managers coach sharper and your reps pitch smarter.

Sellers get laser-focused feedback on what worked, what tanked, and what to say next.

What’s more, reps and managers alike can discover how much time the former spent talking in calls with key decision-makers and if they effectively incorporated play-related language and addressed objections in discussions.

4. Get help with tedious tasks like data enrichment and content tagging without lifting a finger

Whether your reps are logging calls or sorting content, those “I’ll do it later” tasks now quietly take care of themselves with AI sales tools, preventing the need for manual data entry in their already jam-packed day. Sellers stay organised and free up precious time and brainpower for doing what they’re great at: selling.

5. Use more intelligent sales forecasting to spot pipeline risks and prioritise the right deals

What if your near- and long-term sales forecasting didn’t feel like flipping a coin?

With historical and real-time intel from an AI sales tools guiding your strategic planning, you’ll see which deals are sliding and which ones are ready to close, so your sales team knows exactly where to double down and when to walk away.

6. Deliver just-in-time training that adapts to each rep’s skill level, role, and performance

Training that evolves with your reps? Yes, please.

Whether you’ve got new hires, seasoned closers, or tenacious BDRs, an AI-powered platform like Highspot serves up personalised practice and learning in the flow of real work.

For example, our Adaptive Learning solution enables managers to create custom training sessions for each rep that address skill gaps and reinforce winning behaviours.

7. Capture and scale what top performers do best across conversations, content, and coaching

Stop guessing what makes your best sellers crush sales quota attainment goals.

Instead, use an AI sales tool that records it, analyses it, and shares it with every sales team member like a highlight reel from the pros. Once you spot the secret sauce, your artificial intelligence solution can package it up and share it with each rep.

A bonus? This prevents your managers from having to dedicate one-on-one coaching time with all your reps. Instead, they get an AI-powered assistant that frees up their schedule to focus on bigger-picture priorities tied to revenue growth.

8. Help your customer success team identify churn risks and surface upsell opportunities

Innovative AI can also keep a close eye on post-sale signals. Think missed QBRs, engagement drop-offs, or a buyer’s weirdly quiet response to your last success plan.

That means you can take action faster, with valuable insights into active sales opportunities that can lead to more impactful customer interactions by your sales reps.

9. Embed real-time coaching into everyday workflows to build skills and reinforce best practices

Forget the annual role play circus. Sales coaching now shows up right where your sellers do, seamlessly into your current sales process without the awkward Zoom sessions or outdated scripts. Using sales AI tools, you’ll catch teachable moments as they happen in real-time, turning yesterday’s fumbles into today’s clutch moves.

10. Personalise follow-up content automatically based on buyer behaviour and engagement trends

Using best AI sales tools means manager don’t have to send any more “Just checking in” emails into the void. Now, your content follows your buyers like it’s got a sixth sense.

Using a blend of CRM data, buyer-intent data, and lead-activity insights, the right AI software can serve up bespoke plays and digital sales rooms for prospects.

How to add the right AI platforms to your existing sales software stack

Securing the top AI sales tools for your enablement, sales, and marketing teams clearly must be a top priority for the foreseeable future. But it’s vital to remember that simply adding more solutions to your sales technology stack isn’t enough.

“You can’t operationalise AI in a GTM org that doesn’t agree on how to work,” Highspot Principal Consultant, EMEA Laura Valerio wrote in our GTM performance gap report. “Think of it like renovating a home. You don’t start with the appliances. You start with the foundation.”

With that in mind, it’s essential to abide by these best practices when researching AI sales tools to potentially incorporate in your GTM tech ecosystem today:

• Prioritise tools with built-in AI sales agents that provide in-depth deal intelligence and streamline sales outreach. Look for AI models that can automatically suggest next steps, recommend relevant content, and prep reps for meetings without extra effort. These agents should reduce manual tasks and keep sellers focused on activities that drive conversion.
• Look for platforms that give your revenue team full visibility into buyer engagement, content usage, and rep activity. Transparency regarding what’s happening at every stage of the sales cycle helps GTM leaders take faster, more strategic action. The right tool should connect all sales-pipeline signals into one clear picture, so nothing important slips through the cracks.
• Evaluate whether the software’s AI-powered sales automation capabilities align with your current GTM workflows and tech stack. You don’t need a shiny new platform that breaks everything else you use. Make sure it integrates well with your all-in-one CRM, email tools, and content systems to better facilitate, not complicate, your go-to-market execution.
• Ensure the system delivers data-driven insights your team can use to adjust your sales strategies and improve day-to-day execution. The best AI sales tools don’t just report on sales meetings and lead follow-up. They also suggest next-best actions. Prioritise AI platforms that help you see why something is working and what to do next so your reps can close more deals.
• Choose solutions that enable smarter sales coaching and training for managers with scorecards and performance trends. Reps improve faster when their managers can coach with clarity and consistency. Look for AI-powered tools that surface learning gaps, track skill growth, and enable real-time coaching to help sellers build stronger customer relationships.
• Confirm the AI sales tool offers real-time sales intelligence to help your entire sales team make better decisions, faster. If reps and managers are waiting days for insights, they’re already behind. Invest in a solution with AI features that deliver timely, actionable data as deals evolve.
• Pick vendors that let you make data-backed changes based on customer conversation data, not just win/loss reports. Digging into what buyers say during calls tells you what really lands and what falls flat. Make sure your AI tool can pull themes, objections, and outcomes directly from sales conversations. (In other words, conduct ‘AI research’ on your behalf.)

It’s clear that artificial intelligence has, as Highspot’s State of Sales Enablement Report 2025 noted, quickly evolved from a curiosity to a strategic necessity.

“Its ubiquity makes it a force multiplier for go-to-market teams,” our report continued. “Marketers are moving at light speed. Sellers are executing more efficiently. Enablement teams are driving new effectiveness. At every turn, AI is reimagining what can be achieved.”

But even the most highly reviewed AI-powered platform won’t help your sales team reach new heights and provide the data-driven insights your collective organisation needs to drive revenue growth more consistently and at scale, if you and other business leaders don’t effectively embed it in GTM operations.

Put another way: The above AI features are must-have—but securing AI sales tools will only deliver your desired return on investment (and elevate your AI maturity level) when infused into your go-to-market teams’ everyday work.