Table of Contents

    Categories

    “AI Leapers” emerge as organisations stuck between ambition and execution; only 28% say AI is improving performance

    SEATTLE — September 9, 2025 — New global research from Highspot, the leading agentic platform for go-to-market (GTM) performance, reveals a deepening crisis in sales and revenue teams. Released today, The Go-To-Market Performance Gap Report finds that while AI adoption is accelerating, there are widespread breakdowns in execution, effectiveness, and alignment — especially among “AI Leapers,” organisations that lack the systems to turn insight into action. Read the full report. Key findings include:

    • Only 28% say AI is improving revenue-driving sales performance, despite surging adoption
    • 96% of leaders report strain from shifting priorities and stalled deals
    • 80% report burnout, stress, or regretted attrition among their teams, but fewer than one in four companies are investing in enablement or alignment systems proven to reduce friction

    “Our new research reveals how organisations are stuck between strategy and execution when it comes to AI and sales enablement,” said Robert Wahbe, CEO of Highspot. “These ambitious ‘AI Leapers’ have invested in AI tools but lack the systems to act with precision. 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.”

    Three ways top teams are closing the gap

    The report highlights how high-performing companies are driving real outcomes with clearer structure, smarter systems, and practical use of AI:

    • Define success in operational terms. These teams align on specific outcomes, shared metrics, and consistent operating rhythms – not just strategy slides or campaign goals. At CRIF, this translated into a 26% increase in pipeline and a 66% gain in marketing efficiency.
    • Embed AI into the flow of work. Rather than launching disconnected pilots, leading companies use embedded, role-based AI to guide content usage, improve coaching, and act in real time. According to McKinsey, fewer than 10% of AI pilots reach scale, but structured, agentic workflows are showing significantly higher impact.
    • Run enablement as a performance system. Winning teams integrate content, training, coaching, and analytics into a single motion so every salesperson and manager can take action with confidence. Surveyed Highspot customers report a 50% average increase in GTM efficiency and a 55% boost in seller confidence.

    The report echoes recent findings from McKinsey and S&P Global, which show that AI often underdelivers when deployed without structural readiness or workflow integration. Highspot’s research confirms that the promise of AI is real, but only when embedded into frontline decision-making and used through a cohesive GTM system.

    Methodology

    Highspot commissioned Dynata to survey 463 senior sales and revenue leaders across the U.S., Europe, and Asia Pacific between June 5-26, 2025.

    Read the full report here and join the conversation at Spark 2025, Highspot’s annual conference for GTM leaders, taking place October 7–9 in Seattle and online.

    About Highspot

    Highspot is the leading agentic platform for go-to-market performance, powered by Nexus™, our AI and analytics engine. Highspot acts as an AI-powered extension of your team—transforming every signal, spoken, shared, or shown, into real-time actions tailored to each role. Highspot ensures your salespeople show up smarter. Your marketers double down on what performs. Your enablement team scales what works. Because when your people perform at their best, your business does too.

    Highspot media contact
    Lucas Welch, VP of Global Corporate Marketing, lucas.welch@highspot.com

    Highspot Team

    We deliver the only unified enablement platform that drives GTM productivity. By combining guided selling, continuous learning, and always-on coaching into one seamless experience backed by end-to-end analytics, our platform empowers your GTM teams to break down silos and drive predictable growth.

    We are focused on realising the full potential of AI for GTM teams in our purpose-built platform. Highspot delivers a unified experience and analytics, ensuring unmatched AI accuracy and relevance to improve productivity across your entire GTM team. Executing your strategic initiatives with Highspot increases revenue, drives consistent rep performance, and increases sales and marketing return on investment.

    Related Resources

    Highspot spring product release brings AI precision to seller and buyer experiences
    Blog
    Highspot spring product release brings AI precision to seller and buyer experiences
    Highspot’s enhanced digital rooms, AI-powered content workflows, and robust buyer engagement features ensure sellers build trust and win sales.
    How we’re transforming the way businesses go to market
    Blog
    How we’re transforming the way businesses go to market
    Discover how Highspot is transforming GTM strategies with AI-driven innovation, enabling 20M users, driving growth, and redefining revenue enablement.
    Highspot unveils AI roadmap and new AI innovation
    Blog
    Highspot unveils AI roadmap and new AI innovation
    Find out how Highspot Copilot Actions and Copilot Agents will bring more proactive user recommendations, autonomous task execution, and more to customers.