What the best AI sales assistants offer GTM teams

The best AI sales assistant software is quickly becoming the quiet advantage separating successful go-to-market teams—ones that glide deals forward with (relative) ease from GTM orgs stuck chasing updates and follow-ups manually.

Sellers feel pressure every day. Pipelines stretch. Buyers expect relevance. Time keeps slipping. Meanwhile, the rest of the business already moved on.

Other departments at your company undoubtedly already use advanced AI assistants in their day-to-day to keep work humming behind the scenes:

• Customer service and support rely on AI-driven automation to respond faster.
• Engineering and IT use leading artificial intelligence systems to maintain reliability.
• Human resources leans on smart AI workflows to manage hiring and onboarding.

These groups embraced AI-forward systems to remove busywork and stay focused on outcomes that matter. Revenue teams deserve the same edge.

Sellers and sales managers, in particular, need AI that unearths valuable insights into how deals unfold, not another disconnected system to babysit.

The key is to adopt a unified, purpose-built agentic GTM platform with native AI assistants (and analytics) instead of a hodgepodge of standalone AI-powered tools. By doing so, your team can augment lead scoring, execute smarter cold outreach, and close deals with late-stage prospects more efficiently.

The increasing value of AI sales assistant software for go-to-market teams

“Organisations realising meaningful impact from agentic AI are going beyond simply deploying new agents to improve existing tasks,” McKinsey & Co. partners recently wrote about the emerging tech. “They are redesigning workflows.”

Translation? Go-to-market leaders are taking proactive measures to modernise their teams’ approaches and addressing GTM performance gaps by investing in powerful, intuitive AI assistants that augment sales, marketing, and enablement.

For the sales side of operations specifically, though, AI offers much-needed help.

New and experienced sales reps alike can build skills quicker using real-time deal context

Recently hired reps crave direction while seasoned pros want sharper instincts without resetting what works. The best AI sales assistants meet both needs by tying learning to active opportunities so reps stop guessing and start growing.

Sales data associated with live accounts makes the job feel less like rewatching old calls and more like showing up ready. Time goes to potential customers instead of copy-paste updates, and every seller maintains a human touch with their buyer interactions as they chase high-quality leads with greater purpose.

AI sales assistant use cases for this GTM team member:

• Prioritise high-quality leads using sales intelligence tied to current accounts and outreach history, removing distractions from inactive pipelines
• Capture key information automatically to reduce routine tasks during buyer interactions, freeing attention for meaningful relationship building
• Highlight prospects likely to engage based on recent activity within active opportunities, improving outreach relevance without added effort

Frontline sales managers can strengthen coaching habits with clear priorities for sellers

Managers do best work when guidance feels tied to what reps are handling right now instead of abstract dashboards nobody remembers later.

Coaching clicks when feedback pulls from sales call data and deal intelligence, helping leaders react with context rather than replaying meetings after the fact. Time shifts toward developing people and sharpening instincts instead of stitching together stories from notes and calendars.

Shared priorities keep discussions with SDRs productive, supportive, and grounded in forward movement that teams actually feel each day.

AI sales assistant use cases for this GTM team member:

• Recommend coaching moments using recent calls and opportunity movement trends, helping managers focus time where guidance matters
• Rank seller attention needs based on patterns tied to open opportunities, creating structure for weekly development conversations and 1:1s
• Centralise deal and opportunity notes automatically to reduce manual data entry during reviews, keeping sessions focused on growth discussions

Senior sales leaders can steer revenue strategy using insights from recent opportunities

Senior leaders want a clear view of where things are headed without swimming through endless details. Strategy sharpens when insight flows straight from the CRM and reflects buyer engagement instead of static reports built after the fact.

RevOps helps steady direction by spotting patterns in current opps that reveal what deserves attention ASAP. Sales VPs move with conviction when decisions are anchored in recent work rather than assumptions pulled from dated snapshots.

AI sales assistant use cases for this GTM team member:

• Aggregate opportunity insight into executive-ready summaries for planning discussions, supporting clearer strategic direction setting
• Reveal early shifts with target accounts through correlated sales pipeline and buyer movement, helping leaders anticipate changes sooner
• Support strategic sales planning using patterns aligned with long-range priorities, informing investment decisions with grounded context

Why an AI sales assistant essential to move deals forward more consistently

Zooming out from this micro view, sales AI assistants also offer a number of macro benefits that enhance GTM operations for every single team. They:

• Help reps qualify prospects faster by ranking accounts based on buying signals (CRM data) so time goes to buyers with urgency intent and buying power rather than inactive accounts or vague interest during open pipelines
• Keep opportunities warm through personalised follow-ups and ‘smart-scheduling’ meetings prompts that respect buyer calendars while removing manual coordination from sellers handling dozens of open opportunities daily
• Turn meetings into guidance using call summaries paired with conversation intelligence so SDRs see buyer priorities objections and next steps without rewatching long recordings during late pipeline reviews weekly
• Guide SDRs and AEs to engage leads consistently with each active sales opportunity by surfacing timely context reminders and suggested outreach tied to buyer indicators and account history within active pursuits today
• Enable go-to-market leaders to see deal progress clearly through AI insights that continuously identify new opportunities worth attention within pipelines and forecast views that guide resource planning and weekly priorities

When asked what would most improve their go-to-market consistency, only a quarter of leaders surveyed for Highspot’s GTM Performance Gap Report cited AI recommendations. In reality, that figure should be 100%.

The more AI assistants tailored to GTM orgs like yours are weaved into the fabric of teams’ daily work, the more capable they are of advancing prospects through the sales cycle, developing personalised plays and digital sales rooms, and delivering satisfactory B2B sales experiences for both sellers and buyers.

AI feature in AI sales assistants	How it helps GTM teams
Automated prospecting that ranks target accounts by fit intent	Keeps sales pipeline focused on viable targets while cutting wasted outreach time for teams daily
Prospect conversation summaries generated from live meetings	Gives SDRs takeaways for follow up emails without manual data entry using AI powered sales strategy
Buyer engagement trends and patterns pulled from shared assets	Teams blend this data with predictive analytics from revenue and sales intelligence tools now
Recent deal insights drawn from activity across open deals	Supports prioritisation using deal intelligence within sales process buyer behaviour signals clear
Automated sales lead management with ownership and routing	Keeps records current inside existing sales workflows without extra steps for teams daily use
Shared workspace that organises content per account/opportunity	Acts as an AI ‘front desk’ that powers a digital sales room using spoken shared shown signals
Task automation that removes repetitive admin work steps	Improves rep performance by reducing manual work, keeping sellers focused on active opps

What to look for in AI sales tool assistants for your team of B2B sellers

“Rampant siloes make it difficult for a GTM organisation to thrive and to take advantage of each other’s skill sets or expertise,” per Highspot’s GTM Strategy 101 Guide. “Different systems, tools, processes, and data sets can reduce efficiency and obscure visibility into insights, preventing teams from driving change.”

But as the guide continued, go-to-market teams can avoid this setup—notably, by investing in a single source of truth that offers both AI sales assistants and a host of other business-critical solutions, insights, and capabilities for GTM.

Here are some best practices to follow in your AI assistant evaluation.

Spot solutions with natural language processing and machine learning to speed up selling

Pick an AI sales assistant with NLP and ML that can handle inputs like a human and respond like one too. A virtual assistant for sellers should break down buyer language into clean, timely guidance that helps reps work through objections, ask better questions, and stay in control of deals from discovery to close.

Choose platforms that fit neatly into your existing sales stack and don’t break any workflows

You want AI for sales reps that fits naturally alongside the systems reps already know and use every day. Choose a platform that works along with other AI tools in your sales tech stack to automate tasks, cut admin loops, and improve sales performance without slowing things down or forcing unnecessary process changes.

Identify AI assistants with access to all customer and lead data so nothing slips through

Look for cutting-edge AI sales assistants that rely heavily on full data access to support reps without gaps or rework. With strong visibility and tight sales workflow automation, you can ensure your sales team can respond with context, build continuity into every step, and avoid missing key pieces as deals progress.

Find tools that can help you avoid leaning on Excel or Google Sheets to manage tasks

Your reps can’t afford to spend hours updating cells, reformatting columns, or searching rows in Excel or Google Sheets just to move deals forward. The best AI sales tools manage the entire process from first outreach to final interaction, so your team can stay in motion without spreadsheet sprawl slowing them down.

Secure AI systems that can coach reps before during and after crucial selling moments

An AI-enabled sales coaching programme should feel like an aide who never misses a beat and always knows what matters next. Leading AI sales assistants give reps in-call support, post-call summaries, and suggestions based on conversations with buying group members, without extra legwork from managers.

Invest in sales agents that tailor guidance to product lines, personas, and pipeline stages

Look for AI sales assistants that adapt recommendations based on your ICP, product complexity, and pipeline phase. The top AI agents for sales teams, working in tandem with generative AI for sales, can adjust content, messaging, and timing to match each deal’s needs instead of defaulting to generic workflows.

Get assistants that recommend next steps grounded in SDR performance and team goals

Best-in-class AI sales assistants elevate SDR output by assessing opportunity-related trends and advising adjustments and optimisations with engaging target accounts that can help sellers hit near- and long-term sales goals.

Highspot’s Deal Agent, for example, evaluates rep performance and proposes next-best actions that can keep sellers on track to close deals with high-value leads by surfacing timely steps and reducing extra oversight from managers.

How letting AI assistants do the heavy lifting can help you boost conversions

With the best AI sales assistant software embedded into your GTM ecosystem, what felt futuristic just a few quarters ago is now essential infrastructure:

• Sales team members stop spinning in meetings and start orchestrating pitch-perfect conversations that move deals forward without missing a beat.
• Frontline managers step out of triage mode and begin to coach like strategists instead of chasing down scattered updates or piecing together rep stories
• Other go-to-market teams and leaders get the visibility and rhythm they’ve always wanted but never had time to build, enabling them to tune initiatives with precision and build programmes that actually stick with reps on sales calls

This is what happens when modern AI assistants become trusted teammates that work alongside your people instead of demanding more from them.

These tools go beyond automating routine tasks (though that’s a helpful feature). They parse the unspoken, connect the dots between effort and outcome, and offer enough structure to help teams move with more intention and less drag.

The big-picture, outsized impact? A smarter way to manage accounts, coach with purpose, and ensure every SDR is equipped to win deals on their own terms.

Simply put, AI is no longer an experimental technology. It’s a table-stakes solution that’s necessary to keep up with today’s go-to-market demands. And AI sales agents are what can help your GTM org meet that moment without breaking stride.