Artificial Intelligence in Sales: This is How Top Performing Organizations Harness the Potential of AI

by Matan Mostov
October 30, 2023
Sales Performance
Demo Best Practices
Discovery Best Practices
Guided Selling

AI (Artificial Intelligence) in sales has rapidly become a game changer in the sales world. It's transforming how businesses approach sales processes, enabling companies to work more efficiently, make data-driven decisions, and boost their sales performance. In this article, we'll explore the benefits of AI in sales, how it's changing B2B sales, practical ways to integrate AI into your sales operations, and whether AI is likely to replace salespeople entirely.

Artificial Intelligence in Sales: This is How Top Performing Organizations Harness the Potential of AI

It may sound like the future, but it’s already here: AI is currently being used by more and more sales teams, and those adoption numbers are expected to rise exponentially. 

AI (Artificial Intelligence) in sales has rapidly become a game changer in the sales world. It's transforming how businesses approach sales processes, enabling companies to work more efficiently, make data-driven decisions, and boost their sales performance. 

In this article, we'll explore the benefits of AI in sales, how it's changing B2B sales, practical ways to integrate AI into your sales operations, and whether AI is likely to replace salespeople entirely.

What are the Benefits of AI in Sales?

According to CSO Insights, only about 33% of sales reps’ working hours are dedicated to active selling, mainly because administrative tasks and meetings often divert these professionals' attention from engaging with prospects. 

Similarly, Zippia reports that “today’s sales professionals spend just 34% of their time selling”.

Artificial intelligence offers an effective solution that frees up sales reps and streamlines sales operations.

This is achieved thanks to the ability of AI sales algorithms to learn from and apply data in various ways. AI can also interact with humans intelligently, adding an entirely new dimension to the sales process. 

Here are some of the things AI can do in various areas of B2B sales operations.

  • Real-time assistance during sales calls

AI-driven real-time assistance offers various benefits during sales calls. 

It can prompt sales representatives with tailored responses, suggest appropriate follow-up questions, and even recommend specific content or resources to share with prospects. This dynamic support ensures that reps deliver accurate and up-to-date information and empowers them to respond to objections, clarify doubts, and guide potential customers through the sales process seamlessly.

Furthermore, real-time assistance contributes to improved customer experiences. By ensuring that sales representatives have instant access to the most relevant data and insights, prospects receive more personalized and informed interactions, which can lead to increased satisfaction, trust, and, ultimately, higher conversion rates. 

  • Streamline sales training and onboarding

Every sales leader knows that hiring a sales representative comes at a substantial cost. However, an AI-powered virtual sales assistant can empower your sales reps with comprehensive training during live calls or through the analysis of call recordings. This means that training effectively transforms into coaching over time, making the process more efficient and effective.

  • Reduce administrative burden

AI for sales can significantly reduce the burden of time-consuming administrative tasks for sales professionals. McKinsey's study found that approximately 30% of sales tasks can be easily automated using existing sales technology, including artificial intelligence. 

This means sales reps can spend less time on tedious administrative work and more on high-value activities, such as building client relationships and closing deals.

  • Predict behavior and make suggestions

One of AI's most powerful features is its predictive capabilities. By analyzing vast amounts of historical and current data, AI can forecast customer behavior and offer insightful suggestions. For sales teams, this means having the ability to identify potential leads, predict sales trends, and make informed decisions. 

For instance, AI-powered lead scoring models can evaluate leads based on various criteria and assign a probability of conversion, allowing sales teams to prioritize their efforts more effectively.

  • Boosting job satisfaction

AI can have a positive impact on the morale of your sales team. A 2022 Deloitte survey found that 82% of respondents strongly believed AI would enhance their job performance and satisfaction. 

By taking over repetitive, mundane tasks and providing valuable insights, AI allows sales professionals to focus on what they do best – engaging with clients, understanding their needs, and closing deals. This, in turn, can boost job satisfaction and motivation among the sales team.

How AI is Changing B2B Sales

AI's influence on B2B sales is significant. According to Gartner, by 2025, 75% of B2B sales organizations will enhance their conventional sales playbooks with AI-powered guided selling solutions.

Elizabeth Beard, director analyst in the Gartner Sales practice, said that “ sales organizations are already using AI to determine what content resonates with buyers and then recommend tools and content to share with the buyer at the moment. This helps to connect buyers with information to better answer their questions – filtering out the noise – and provides a better customer experience.”

Here are other areas in which AI is changing the B2B landscape:

  • Lead generation and qualification. AI can analyze vast datasets to identify potential leads and assess their quality based on predefined criteria, leading to more targeted outreach.
  • Sales demos. AI can prompt the right content at the right time and guide sales reps on which questions to ask, which points to discuss, and which presentations or resources to utilize.
  • Sales predictions. AI algorithms use historical data to predict sales trends and help businesses plan their sales strategies more effectively.
  • Customer relationship management. AI-powered CRMs assist sales teams in managing customer interactions, tracking communication history, and identifying opportunities.
  • Sales analytics. AI enables sales teams to analyze data quickly, providing valuable insights into performance, customer behavior, and market trends.

How to Use AI in Sales

While Salesforce reports that AI is currently used in sales processes only by 37% of all sales organizations, it also found that over 50% of top-performing sales organizations harness the potential of AI.

Using AI in sales requires developing a strategy, which can involve a few key steps:

  • Identify pain points. Start by identifying pain points in your current sales process. These could include time-consuming tasks like lead qualification. Conduct a thorough audit and document repetitive tasks that could benefit from AI automation.
  • Establish a clear roadmap for AI integration. Develop a step-by-step plan for integrating AI into your sales processes, outlining key milestones and responsibilities to ensure a well-structured adoption strategy.
  • Foster a data-driven sales culture. Encourage a culture where data plays a central role in decision-making by providing training, resources and support to help your sales team harness the power of AI for better results.
  • Set clear goals. Define specific, measurable goals for AI adoption aligned with business objectives. These goals should be based on the challenges identified in your audit and should contribute to tangible outcomes like increased revenue, lower costs, or improved customer retention.
  • Assess technology infrastructure. Conduct a comprehensive audit of your current technology tools and platforms to determine if they can support AI integration or require upgrades. This includes assessing data security protocols and the ability to handle real-time analytics.
  • Calculate ROI and budget. Perform a cost-benefit analysis to estimate expenses associated with AI adoption and quantify potential benefits. This helps in building a business case for AI investment and setting realistic ROI expectations.
  • Research AI solutions. Explore the AI tools market to find solutions tailored to your specific needs. Attend vendor demos, ask detailed questions, read user reviews, and reach out to companies using shortlisted tools. Shortlist solutions that align with your use case requirements and budget constraints.
  • Develop ongoing metrics. Establish a dashboard or reporting system to continuously monitor AI's impact. Identify key performance indicators (KPIs) to track progress toward defined goals and optimize AI outcomes.
  • Continuously evaluate AI innovations. Stay updated on AI advancements by engaging with AI communities, attending industry conferences, and being open to refining your strategy based on new solutions that align with your goals. The aim is to build a sales tech stack that leverages cutting-edge AI advancements relevant to your needs.

By following these steps, you can develop a robust AI-powered sales strategy that enhances efficiency, reduces costs, and drives business growth.

Areas in which AI can improve sales

Here are some of the ways in which you can use AI to help your sales operations. 

  • Improve your guided selling effectivity

Advanced guided selling technology leverages AI to transform data into valuable insights. By utilizing machine learning algorithms, it offers data-driven recommendations that guide sales reps through a more streamlined and productive sales process. 

A reliable AI-based sales assistant can capture and analyze real-time sales data, and this continuous evaluation allows it to provide highly valuable recommendations regarding the most suitable content and actions for any specific sales scenario.

  • Enhance your sales planning and prediction

Accurate sales planning and predictions are critical for the success of any sales team. 

According to a HubSpot survey, over 50% of salespeople consider sales forecasts as the most important data insight they gain from their sales analytics tools. 

AI and automation can greatly assist in enhancing the sales planning process through AI-based insights and predictive intelligence. By leveraging AI, sales teams can make more informed decisions, identify trends, and align their strategies with market dynamics, ultimately leading to more successful sales outcomes.

  • Boost your sales enablement efforts

AI plays a pivotal role in sales enablement by offering valuable support to sales reps throughout the entire sales process. 

Here are some key ways in which AI is used in sales for sales enablement:

1. Guiding sales reps with relevant questions. AI can leverage prospect profiles and past interactions to identify the most crucial questions for sales reps to ask during discovery calls. This allows reps to gather the necessary information for qualification and objection handling, ultimately advancing the deal.

2. Personalized sales scripts. AI can generate personalized sales scripts tailored to the specific needs of each customer. These scripts help reps build rapport and deliver more effective sales pitches, enhancing their ability to connect with prospects.

3. Call data tracking and analysis. AI can track and analyze call data, including questions, answers, and customer engagement levels. This data provides insights that can be used to improve the sales process and identify areas where reps can enhance their performance.

4. Real-time insights. During discovery calls, AI can provide real-time insights to sales reps. These insights help reps improve their communication skills and ensure they are asking the right questions, making the conversation more productive.

5. Enhanced efficiency. AI automates various tasks, such as research, scheduling, and follow-up, which significantly increases the efficiency of sales reps. This automation frees up more of their time to focus on building strong customer relationships and closing deals.

6. Improved accuracy. With the assistance of AI tools, sales reps receive the right information at the right time, which enhances their accuracy and decision-making. This feature is useful for avoiding errors and ensuring sales reps make informed decisions.

Examples of AI in Sales

Mastermind by Demoleap is a good example of how AI transforms sales by providing a range of advanced features tailored to sales teams. These features not only streamline sales processes but also equip sales reps with the tools they need to become trusted advisors to their clients. Here’s how:

Streamlined administrative tasks

No more overlooking critical discovery tasks that lead to victories. This AI tool can transform your discovery calls into concise summaries, craft follow-up emails, and seamlessly record any missed data in your CRM, freeing your sales team from time-consuming administrative work.

This integration streamlines post-demo administrative tasks, giving sales reps more time to focus on what they do best: selling.

Voice-triggered battle cards

The voice-triggered battle cards feature revolutionizes how sales reps engage with prospects during meetings. 

Using AI, Mastermind transcribes meetings in real time and then prompts the most relevant battle cards based on the conversation cues between the prospect and the sales rep. 

These cards offer a wealth of information, including recommended questions to ask, discussion points, suitable presentations or resources, and even automated demo flows. This real-time assistance ensures that sales representatives can quickly address buyer concerns and questions, transforming them into exceptional advisors.

Real-time transcription

This feature eliminates the need for sales reps to take notes during sales calls, allowing them to focus entirely on the buyer's needs and concerns. 

After the call, sales reps can search for specific keywords in the transcribed data, gaining valuable insights into the discussion and identifying both strengths and weaknesses. This feature streamlines post-meeting analysis, contributing to better sales strategies.


Speaker insights is another feature that provides real-time data on what is said and not said during sales meetings. By understanding both, sales teams can create an improvement loop, ensuring they address all relevant points in real-time. 

This feature also identifies less engaged participants, allowing sales reps to draw them into the conversation enhancing overall engagement.

Will AI Replace Salespeople?

While AI is transforming the sales process, it's unlikely to replace salespeople entirely. As we mentioned, AI can enhance efficiency and provide valuable insights, but the human touch remains crucial in building relationships, understanding nuanced customer needs, and negotiating deals.

While AI is streamlining various aspects of the sales process, sales is fundamentally a human-centric profession that relies on relationships, empathy, and nuanced communication. 

Here are some reasons why AI is unlikely to replace salespeople entirely:

  • Complex decision-making. Sales often involve complex decision-making, especially in B2B sales, where multiple stakeholders and intricate considerations are involved. AI can provide data-driven insights, but human judgment and negotiation skills are vital in navigating these complexities.
  • Building relationships. Sales professionals create trust, understand each customer's unique needs, and provide personalized solutions requiring human interaction and emotional intelligence.
  • Handling objections and negotiations. While AI can assist in objection handling, it may lack the nuance and adaptability of a skilled sales professional.
  • Unpredictable situations. Sales situations can be unpredictable, requiring creative problem-solving and adaptability. While AI can help find unique solutions to address customer needs, those need to be presented by a salesperson in a manner that can convince the prospects of their value.
  • Complex products or services. Salespeople play a critical role in explaining, customizing, and simplifying client offerings in industries with complex products or services. AI may need more ability to provide such in-depth understanding and clarification.

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