Countless conversations at our global user conference, Spark ‘25, led to a shared conclusion: Artificial intelligence has disrupted every aspect of the traditional go-to-market playbook.
And it’s changing it for the better.
But most organisations are still developing new ways of thinking and working with AI.
It’s a journey, one we’re all on together.
At Spark ‘25, we discovered a path forward:
- Smarter AI, designed to strengthen go-to-market teams and drive bigger impact
- Highspot Agents, built to help you scale what works and fix what’s broken
- Deal Intelligence, intended to create a unified, real-time view of pipeline health
And all of it built into your environment and integrated everywhere that matters.
Spark ‘25 may be over, but that doesn’t mean the moment has passed us by.
With smarter AI in your hands, what once felt impossible is now within reach.
As you set off on this journey, remember: We’re all on it together. We may not know with certainty where it will take us, but it’s sure to be somewhere incredible.
Now, all that remains is to get started.
“If you have clarity in your intent, you don’t need to have 100% clarity in the path forward,” said Alison Levine, preeminent business leadership expert. “If you wait for absolute clarity, you will be waiting forever.”
What you missed at Spark ‘25 (and how to get caught up)
If you couldn’t join us in Bellevue, don’t worry.
While the energy in the room was electric—with leading GTM teams reimagining what’s possible at the Executive Forum and high-energy keynotes setting the tone for the impactful days ahead—we’re bringing the Spark ‘25 experience to you.
You can catch up on our keynotes right away or, starting October 20th, tune into every session on demand:
- Keynotes featuring GTM leaders from companies like Visa, Paycor, and Arm
- Inspirational speakers bringing stories of triumph in corporate life and on Mt. Everest
- Leadership tracks starring GTM leaders sharing what it takes to drive impact in the wild
- Customer-led success sessions led by customers using Highspot to its fullest—so you can, too
- Innovation sessions showcasing Highspot Agents, AI-driven Role Play, and everything new at Highspot
Don’t have time for three full days of programming?
Here are the key things you really need to know.
The Spark ‘25 effect: Smarter AI, stronger GTM, bigger impact
We’re in a new era. No longer a nice-to-have, AI has become the foundation for any high-impact, high-outcome GTM strategy.
“AI isn’t a feature,” said Liz Tassey, Vice President of Product Marketing at Highspot. “It isn’t an add-on. It’s the foundation. It’s what turns signals into insight and insight into action. And not just any AI—the right AI. Trusted, embedded, and built for execution. It’s what we’re building and where we’re going.”
As AI changes the game, it’s up to us to ensure our organisations evolve alongside it.
To bridge the gap between your vision for the future and real-world impact today, lean on these actionable takeaways from Spark ‘25.
Let’s get started.
1. Invest in AI—but invest wisely. Put smarter AI to work.
Earlier this year, the Highspot GTM Performance Gap Report found that while 77% of companies are investing in AI, only 28% are seeing measurable performance improvements as a result of those investments.
The report also found that although 98% of GTM leaders believe their strategy is in motion, only 10% say it’s executing effectively.
There’s a glaring gap forming between vision and execution.
Ans it has everything to do with how organisations deploy AI.
Disconnected systems and siloed models are creating misalignment and undercutting the value of every investment. Realistically, most organisations just don’t have the infrastructure to connect vision to execution and AI investment to measurable impact.
“AI can be our force multiplier,” said Ben Taft, VP, Global Sales Operations at Arm. “But we have to move beyond just using tools and into an intelligent system.”
That’s where Highspot comes in. Spark ‘25 showcased how AI—powered by Nexus™,
Highspot’s AI and analytics engine—can accelerate execution at every deal stage. With smarter AI criss-crossing every GTM workflow, you have the following at your disposal:
- Real-time insights your teams trust
- Insight-informed actions that drive real business impact
- Integrated, embedded support for content, learning, coaching, and deal workflows
- New capabilities like Adaptive Learning and AI-powered Role Play designed to take learning further
What to do: Take a unified approach to AI. With Nexus introducing new efficiencies into every team’s workflows, you open the door to stronger teams and better execution.
Your next step: To kickstart your AI journey, learn from customers developing cutting-edge AI strategies with Highspot in the session “AI in Action: From Vision to Value,” available on demand on October 20th.
2. Enter an era of ‘better’ execution. Bolster GTM teams with Highspot Agents.
For the last few years, GTM teams were given an impossible task: Do more, and do it with less. Spark ‘25 rewrote this dynamic entirely.
With the release of Highspot Agents—powered by Nexus, purpose-built for GTM, and tuned to the unique signals of your business—teams gain a means of doing better.
Instead of generic AI that creates more noise than clarity, go-to-market teams gain a trusted partner that helps them scale what works.
“More activity doesn’t lead to more productivity,” said Chris Herter, Senior Director, Sales Enablement and Revenue Operations at Paycor. “More activity doesn’t mean better results. What we’re trying to do is be more efficient and more effective.”
Think about it: What if:
- Reps could use Search Answers Agents to get fast, permission-aware answers?
- Enablement could close skill gaps faster with Learning Agents?
- Marketing could simplify governance with Content Agents?
- Leaders could deploy dedicated Deal Agents to keep opportunities moving forward?
- And the business could build Custom Agents for unique GTM needs?
Every team would work a little bit better, strengthening performance and driving measurable improvements to GTM execution. Highspot Agents are your pathway to higher-performing teams—and there’s only more to come.
What to do: Scale your impact with Highspot Agents tuned to the unique context and signals of your business.
Your next step: Check out the session “Hello, My Name is…Meet Our Agents, The Future of Intelligent GTM”, available on demand on October 20th, to start thinking about how Agents could accelerate execution across your GTM workflows.
3. Focus on deals. Drive bigger impact with Deal Intelligence.
Here’s the secret: When AI is everywhere, the insights are endless.
Go-to-market teams know what works, what doesn’t, and what to do next. And it all comes from your data—the actions your teams take and the engagement you see from your buyers.
Spark ‘25 showed us what happens when every signal—CRM activity, buyer engagement, and meeting insights—comes into one view. With Deal Intelligence, GTM teams:
- See where every deal stands with real-time deal views
- Spot risks early with AI-surfaced signals before deals stall
- Harness dedicated Deal Agents to take the actions proven to move deals forward
The end result: Leaders coach smarter. Reps move deals forward with precision. The business gains a unified system of clarity for pipeline execution.
Your impact on the outcomes that matter most only grows.
What to do: Bring clarity to the chaos. With AI-powered insights into skills, performance, and deals, you know exactly how to move forward—and can take the right steps to drive bigger impact.
Your next step: Explore the on-demand session “Coaching Sellers to Peak Performance,” available on demand on October 20th, to see how to harness Deal Intelligence to build momentum and win more deals.
Bring the spirit of Spark ‘25 to your business
We’re at an inflection point. Organisations that invest in AI—and do so strategically—give themselves an advantage that can’t be beat.
With the right system and the right strategy in place, you’re ready to turn smarter AI into stronger GTM teams and bigger impact. Remember:
- Take a unified approach to AI
- Harness Agents tuned your business
- Move from deal chaos to deal clarity with Deal Intelligence
The way we work is changing. But the path to success is clear—all that remains is to set off.
“The change that you need and that the success of your company depends on can take time,” said Tamsen Webster, best-selling author and strategic consultant. “But the easiest way to raise the probability of success is right at the beginning.”
Stronger teams and bigger impact await
Tune into expert-led sessions from Spark ‘25, all available on demand in the Highspot Spark Community, to catch up on everything you need to know to drive GTM success this year.
