AI is no longer a distant future—it’s here, transforming the way Sales and Marketing teams operate. From hyper-personalized customer interactions to intelligent automation and predictive insights, AI is accelerating efficiency and driving smarter decision-making at an unprecedented pace.
But while its impact is undeniable, adoption is still in its early stages. The question is: will you take the lead or risk falling behind? In 2025, leaders must move beyond exploration and take decisive action.
What to do in 2025? Take action to explore and embrace AI’s potential to help Sales & Marketing be more efficient and effective.
Our new research and recently released whitepaper “The impact of AI on Go-to-Market strategies, programs, and investments”, outlines several key action items for Sales & Marketing leaders to embrace, as summarized by Forbes:
- Identify Areas of Emerging Growth. The increased demand for AI-enabled solutions creates opportunities for new revenue streams. It’s critical for GTM leaders to identify areas with the most potential for growth and invest accordingly.
- Recognize Changing Buyer Needs. As buyer behavior shifts, closely track changes in that behavior to guide strategies around customer targeting, promotion timing, support tactics and more.
- Reinvent New Routes to Market. Disruptive technology like AI will create new expectations from customers about how they want to engage with vendors. Organizations will need to rethink their strategies to meet those expectations and optimize their distribution channels.
- Reimagine the Jobs AI Won’t Do. With AI handling routine tasks, teams can refocus on higher-value activities that drive growth, encouraging a more strategic use of human resources. Successful companies will identify jobs with the highest potential and redesign AI-enabled workflows to support them.
- Take a Unique Approach to AI Solutions. It’s not enough to offer innovative AI solutions. To stand out in a crowded marketplace, companies must match their unique value propositions with AI, making it clear how they differ from competitors. That enables crisp positioning that makes the value clear to your audiences.
- Activate New High-Performing Sales Motions. Effective activation is the key to driving value from new AI strategies. Marketing and sales leaders will need to work together on creating demand generation campaigns, account-based marketing (ABM) programs and sales motions to build the pipeline.
As AI continues to reshape sales and marketing, now is the time for leaders to take proactive steps toward adoption. The opportunity to drive efficiency, enhance personalization, and unlock new revenue streams is too significant to ignore. Organizations that embrace AI’s potential will gain a competitive edge by identifying growth areas, adapting to evolving buyer behaviors, and reimagining go-to-market strategies.
As highlighted in our latest research, success will depend on integrating AI in ways that enhance—not replace—human expertise. The future of Sales and Marketing is AI-powered, and those who act now will be best positioned to lead the way.
Download our report, “The impact of AI on Go-to-Market strategies, programs, and investments”
