When it comes to applying artificial intelligence (AI) in the workplace, it’s not a matter of if, but when. The rapid proliferation of AI, most notably of generative AI, has ushered in a new era marked by opportunity and uncertainty. Questions surrounding how organizations will use these technological advancements — and whether AI will replace workers — are top of mind.
As the global leader in enablement, we’re committed to shaping the role of AI in sales enablement and helping our customers leverage AI now and in the future. To better understand the current landscape, we conducted a survey of 1,400 full-time sales, enablement, and customer success professionals in managerial and leadership roles across the U.S, U.K. France, and Germany. Ultimately, we found that many go-to-market (GTM) professionals largely agree: the future of AI is bright, particularly in enablement technology.
The State of AI in Enablement: 2023 Report found that respondents are embracing the infusion of AI into their existing enablement tools and programs. These respondents represent organizations where sales enablement technology is widely adopted, with some in the exploration phase of AI adoption and many having already incorporated AI into their enablement processes with positive outcomes.
How AI presents an opportunity for enablement leaders
Forrester predicts that the global demand for AI software will reach $37 billion by 2025. Just as sales enablement technology transformed the way sellers interact with buyers, AI represents another powerful tool that will allow them to streamline and optimize their work. The results from our survey revealed that customer-facing leaders from around the world view AI as an enhancement to their existing enablement tools and processes. Here are the top three findings.
Enablement users believe AI will improve existing tools
Ninety three percent of respondents are planning to invest in enablement tech because they believe AI can bolster their enablement efforts. According to responses, key areas that are ripe for AI usage include learning and coaching, content distribution, content analytics, and content management.
Other examples of how AI can improve your existing enablement technology include:
- Sales process optimization: AI can analyze historical sales data to identify patterns and trends, helping your sales teams refine strategies and deliver a smoother and more efficient buying journey for customers.
- Automation: AI automates mundane and time-consuming tasks, such as setting meetings, writing follow-up emails, and performing data entry. This frees up time for your sellers to concentrate on building relationships and closing deals.
- Sales forecasting: AI-powered forecasting models provide more accurate predictions of future sales, helping your organization allocate resources effectively, optimize inventory, and make informed financial decisions.
Organizations that use sales enablement AI are seeing benefits
Half of respondents also say their organizations already use AI-powered tools in their enablement efforts. This shift toward AI integration isn’t just a trend, it’s a strategic move that’s already paying off. Among the organizations that have implemented AI into their enablement processes, a whopping 88% report a significant increase in customer satisfaction.
Sales enablement AI supports customer satisfaction in several ways:
- Personalized recommendations: AI-powered algorithms provide sellers with relevant and timely content recommendations that align with their buyers’’ interests.
- Expert product knowledge: AI-powered enablement tools surface the latest content and information for your sellers in real-time, helping them support buyers and customers with confidence.
- Customized coaching and training: AI-driven coaching tools can analyze sales calls and provide feedback to your sellers and leaders. This helps sales teams improve their communication and selling skills, ultimately leading to better interactions.
- Digestible customer insights: AI also analyzes customer feedback and interactions to provide valuable insights into customer sentiment, preferences, and pain points. This information helps sales teams tailor their approaches and build stronger relationships.
Satisfied customers are deepening their investments in sales enablement AI
Of those currently using AI, 82% of respondents are impressed with the results that they’re experiencing so far and plan to implement more AI-powered solutions in the next 12 months. According to the report, those who are currently using AI in their enablement efforts have achieved many of the outcomes that they wanted. These include:
- Operational optimization including higher enablement efficiency, improved content usage, and tech stack consolidation.
- Enhanced buyer experiences such as increased deal size, better win and renewal rates, and decreased sales cycle times.
- Improved agility and speed to market when launching new products, adapting to changes, and aligning with other GTM leaders.
Other compelling reasons organizations are increasing their AI investments in enablement:
- Better decision-making: Data-driven insights help organizations refine strategies and improve sales performance.
- Scalability: AI-powered solutions can scale with growth and adapt to meet evolving business needs.
- Revenue growth: AI contributes to revenue growth by identifying high-potential leads, optimizing sales processes, and delivering personalized recommendations, all of which lead to increased conversion rates and higher-value opportunities.
Sales enablement AI FAQs
What challenges have organizations encountered with the adoption of AI in sales enablement?
While AI is promising, there are still some issues to work out. 35% of respondents noted concerns about data privacy. Additionally, there’s a need for continuous training to stay informed about evolving AI technologies.
Are there any ethical concerns regarding the use of AI in sales enablement?
To successfully implement AI, organizations should provide transparent communication with sellers and customers to address concerns. Additionally, many are implementing ethical guidelines and best practices to ensure responsible AI use. According to our report, 88% of organizations believe that AI vendors also should provide guidance and support around these initiatives.
The AI revolution in enablement
AI offers revenue enablement leaders the opportunity to leverage data-driven insights, automation, and personalization to enhance sales processes, improve customer engagement, and drive revenue growth. To dive deeper, download our latest report, The State of AI in Enablement: 2023 Report.
