AI adoption is booming, but only 28% see better sales results. The real issue? No systems for execution.
AI adoption is accelerating among revenue teams, but a new report finds widespread breakdowns in execution, effectiveness and alignment.
“The Go-To-Market Performance Gap Report” (registration required) from Highspot found these problems particularly prevalent among a group the report calls “AI Leapers” — organizations that lack the systems to turn insights into action.
Among the report’s findings:
- Only 28% of respondents say AI improves revenue-driving sales performance, despite surging adoption.
- 96% of leaders report strain from shifting priorities and stalled deals.
- 80% report burnout, stress or regretted attrition among their teams, but fewer than
- 25% of companies are investing in enablement or alignment systems.
The report found the best-performing companies are driving better outcomes with a more transparent structure, smarter systems and practical uses of AI. They align on specific outcomes, shared metrics, and consistent operating rhythms- not just strategy slides or campaign goals.
Rather than launching disconnected pilots, the report found leading companies use embedded, role-based AI to guide content usage, improve coaching and act in real time. According to McKinsey, fewer than 10% of AI pilots reach scale, but structured, agentic workflows are showing significantly higher impact.
The report found that top performers also integrate content, training, coaching and analytics into a single motion, allowing every salesperson and manager to take action with confidence.
The report is based on a survey of 463 senior sales and revenue leaders across the U.S., Europe, and Asia Pacific conducted by Dynata in June 2025.
The post Revenue teams struggle with execution, despite widespread AI adoption appeared first on MarTech.
About the author
Mike Pastore has spent nearly three decades in B2B marketing, as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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