AI in the Sales Process: From Hype to Revenue Growth

Artificial Intelligence (AI) in sales is no longer a futuristic concept. It’s happening now. Over the past year, AI-driven tools have rapidly reshaped sales processes, from automating prospecting to enhancing personalization at scale. At CEO Roundtable’s session on AI in the Sales Process All-Hands event in January 2024, we explored how sales leaders could harness AI for real, measurable impact without losing the human touch. One year later, we’re revisiting that conversation to provide an update on how AI in sales has evolved and where it’s heading next.

The original session, available on the CEO Roundtable YouTube channel, featured insights from industry experts who discussed how AI was already transforming sales. Since then, AI technology has advanced significantly, and we want to credit those speakers for sparking an important conversation. Now, let’s explore what’s changed.

The Evolution of AI in Sales: What’s Changed Since Last Year?

AI has made significant leaps over the past 12 months. What was once an experimental approach is now mainstream.

• AI Sales Agents Are Here – Companies like Oracle are rolling out AI-driven sales assistants that automate CRM updates and provide real-time insights, reducing administrative overhead. (Reuters)
• AI-Generated Product Listings – Platforms like Poshmark now use AI to create product descriptions from photos, improving efficiency for online sellers. (The Verge)
• AI-Powered Sales Messaging & Engagement – AI chatbots like Jimmy the Surfer are handling customer interactions for businesses, automating lead nurturing while maintaining engagement. (Wired)
• Data-Driven Sales Prospecting – AI tools like Humantic AI and Crystal Knows analyze buyer behavior and communication styles to help sales teams tailor their messaging effectively. (Zendesk)

The big takeaway is that AI is now a practical, revenue-driving force in sales.  

AI’s Role in Sales: From Insight to Action

1. Boosting Sales Productivity Without Losing the Human Touch

AI isn’t about replacing sales teams, it’s about removing the friction that slows them down. Sales teams spend an average of 28% of their time actually selling. AI can help them get that number up by automating manual tasks.

• Fathom & Read AI: AI note-taking assistants automatically transcribe sales calls and summarize key insights.
• Crystal Knows & Humantic AI: Predicts prospect communication styles, helping sales reps tailor their approach before the first conversation.
• Gartner Insights: AI-driven tools can increase sales productivity by 25%, allowing teams to close more deals faster. (Salesforce)

2. AI for Smarter Lead Qualification & Outreach

AI eliminates guesswork by identifying which leads are most likely to convert.

• AI-driven CRMs (like HubSpot & Salesforce Einstein) score leads based on engagement and past behaviors.
• LinkedIn AI Outreach Tools personalize messaging at scale, increasing response rates without sounding robotic.
• Octus IQ leverages AI to enrich prospect data, reducing wasted time on unqualified leads. (MarketWatch)

3. AI-Powered Sales Playbooks: Turning Data into Deals

Sales teams can use AI-generated sales scripts and discovery questions to personalize every conversation.

• AI tools identify the top 10 questions a prospect is likely to ask, allowing reps to prepare responses ahead of time.
• AI analyzes previous interactions to suggest the next best action, improving close rates.
• AI can draft high-converting follow-up emails instantly, ensuring no lead goes cold.

The Future: AI as a Sales Team’s Superpower

AI isn’t a replacement for great salespeople; it’s their superpower. The best-performing sales teams use AI to remove busywork, sharpen messaging, and close deals faster. As AI adoption grows, CEOs need to ensure they are leveraging AI as an enabler, not a barrier to meaningful customer relationships. Where to begin? Pick one tool to experiment with, or pick a few people on the team to learn the integrated AI within you’re CRMs.