AI is transforming go-to-market strategy
Now in its 11th edition, the State of Sales Enablement Report 2025 draws on insights from 350 go-to-market professionals across enablement, sales, marketing, and operations teams to understand their current business challenges and initiatives. The study captured diverse perspectives from 21 countries and 61 industries, including technology, financial services, and healthcare.
Conducted between February to March 2025, the research reveals how high-performing teams are tapping AI to streamline go-to-market execution, improve rep performance, and personalise buyer experiences.
55% of organisations are unable to effectively drive their go-to-market initiatives.
29% of companies still rely on multiple disconnected GTM tools.
That’s why forward-looking companies are investing in a unified enablement strategy—and tapping AI to scale its impact.
Today, 90% of organisations are either currently using AI to support their go-to-market efforts or are planning to start incorporating it. AI is becoming the foundation of modern GTM motion—powering personalised buyer experiences, high-performing reps, and faster execution across the board.
AI isn’t just making go-to-market teams faster—it’s making them smarter. By embedding intelligence, automation, and scale into everyday workflows, companies are unlocking more consistent performance and greater business outcomes.
As economic pressure builds and teams are asked to do more with less, AI is emerging as a critical growth engine. AI is making teams not only more efficient but also more effective.
From optimising coaching to personalising buyer engagement, AI is helping organisations adapt quickly, scale efficiently, and win more consistently.
57% of executives expect their GTM teams to grow this year. How can you evolve your GTM strategy to enhance execution, especially with larger teams?
Disconnected systems lead to misalignment, slower execution, and missed revenue goals. A connected, AI-powered tech stack drives alignment, visibility, and execution. As GTM strategies grow more complex, a well-integrated, connected system isn’t just helpful—it’s critical to executing at scale.
Instead of leveraging a collection of point solutions, 27% more companies use a few core tools that are well-integrated and managed. Compared to last year, organisations are using 2 fewer tools on average for their go-to-market efforts. The benefits are clear:
Businesses with well-integrated enablement tech stacks are 42% more likely to increase sales productivity.
Companies that leverage a unified enablement platform to execute their go-to-market efforts are 42% more likely to improve win rates.
Traditional training isn’t built for today’s fast-moving GTM teams. It’s often time-consuming and hard to scale. AI is changing that.
Engaging modern buyers is not easy, as they demand personalised, digital-first interactions. Nearly half (47%) of companies today struggle with their customer experience and 41% struggle to engage new buyers.
Key strategies high-performing organisations are using to engage modern buyers:
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