It almost feels too good to be true: We have the power to improve sales efficiency, reduce costs, increase deal sizes, and generate more revenue thanks to the power of artificial intelligence (AI). It isn’t just theory. Companies are taking advantage of this new technology.

Our recent study at Allego, which surveyed 308 leaders in sales, marketing, and enablement, reveals that 62% are already leveraging generative AI tools to enhance their operations. And they’re seeing real benefits. Looking specifically at sales, respondents said the top three benefits are:

• Time saved through efficiency (34%)
• Improved sales rep knowledge (31%)
• Reduced costs (25%)

Additionally, 27% say deal sizes increased since implementing AI into their sales strategies, and 30% say revenue increased because of AI.

Hoping to make even greater gains, 64% of the organizations plan to increase their AI investments in the coming year, with 49% targeting improved sales efficiency. These insights show that AI is reshaping our sales strategies, making our processes more efficient and driving significant success.

30% of sales, marketing, and enablement leaders say revenue increased because of AI. —Allego Research

What Is Artificial Intelligence?

At its core, AI involves machines performing tasks that typically require human intelligence. These tasks range from the simple to the complex and include learning from data, solving problems, making decisions, understanding language, and recognizing patterns. AI functions through sophisticated algorithms and data models that analyze information, learn from it, and then apply these learnings to make informed decisions or predictions.

One of the most common applications of AI is machine learning. Machine learning involves developing algorithms that allow computers to learn from and make predictions or decisions based on data. In recent years, generative AI tools and their large language models (LLM) have had a huge impact on nearly every industry and every role. Tools like OpenAI’s ChatGPT, Google’s Gemini, and Microsoft’s Copilot, which many of us are familiar with, utilize LLM to generate human-like text and responses. In addition, there are several custom GPTs for sales reps and managers that can enhance productivity and improve performance.

At the same time, software companies have started adding generative AI functionality to their products, including sales enablement platforms, making it possible for even more people to take advantage of the technology.

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Why Is AI Important in Sales?

AI is transforming sales and has become essential to stay competitive in sales. It empowers sales teams to work smarter, engage customers more effectively, and ultimately drive higher revenue. It’s become important in nearly every aspect of the sales process. Here are five reasons why:

• Personalization at Scale: Generative AI enables sales teams to create highly personalized content for prospects and customers. Plus, with AI-powered Digital Sales Rooms, you can create customized, self-serve buying experiences.
• Customized Sales Training and Development: AI-powered platforms can provide personalized training programs for sales teams, identifying individual strengths and areas for improvement.
• Easily Create and Find Sales Content: Sellers can use AI to quickly produce blog posts and social media updates. Sales coaches can use it to identify examples of “what good sounds like” within sales calls and share them with the sales team. Sales enablement managers can use AI to help sellers quickly and easily find content in your sales content management system.
• Improved Sales Coaching: Tools such as AI-powered virtual role-playing software allows sales reps to practice in a safe space before talking with buyers. And conversation intelligence tools help coaches analyze practice sales calls, as well as live calls, to identify areas of improvement.
• Insightful Analytics: Generative AI can analyze customer interactions and predict future behavior, providing sales teams with deep insights into customer needs and buying patterns. This helps in strategizing and targeting efforts more effectively, ultimately leading to higher conversion rates.

How AI Impacts Sales Performance and Processes

AI is already making significant strides in enhancing sales performance and processes. Allego research shows organizations use the technology to help with:

• Sales coaching (29%)
• Sales call analysis (29%)
• Digital selling (28%)
• Data/impact analysis (27%)
• Training (26%)
• Knowledge/skill certification (25%)

Furthermore, the research reveals that 32% organizations are seeing noticeable improvement in sales rep effectiveness after integrating AI into their enablement platforms, and 30% have seen an increase in revenue because of AI.

30% of organizations have seen an increase in revenue because of AI. — Allego Research

Operational efficiency also sees a significant uplift with AI’s intervention. Automating routine tasks like data entry, scheduling, and report generation frees sales professionals to focus on strategic tasks such as customer engagement and refining sales tactics. When sales professionals aren’t burdened with administrative tasks, they have higher job satisfaction and, more importantly, are better sellers.

The Allego research also shows sales teams are optimistic about AI’s future capabilities and expect it to provide even more personalized interactions and advanced insights. As AI models become more sophisticated, sales teams anticipate receiving sharper predictions and more actionable insights, which will further refine strategic planning and execution. A top goal is also to achieve seamless AI integration across various sales channels to create a single, unified, and comprehensive view of customer interactions. This integration can streamline processes and improve coordination across departments.

3 Ways to Use AI to Bolster Sales Performance

Leveraging AI to boost sales performance involves integrating AI tools to enhance various sales processes. For example, AI can provide sales reps with instant access to content, learning materials, and real-time feedback. Here are three specific ways generative AI can help your sales team.

• Increasing Content Discoverability and Use/Adoption: AI-powered sales content management systems are transforming how sales teams access and utilize materials. These systems employ generative AI search capabilities to help reps quickly find the most relevant and effective content based on specific customer interactions or market conditions. This technology improves the relevance of the materials used and increases the usage of content, ensuring every piece of content serves its intended purpose. For instance, companies can implement AI-driven content recommendations tailored to each sales stage to enhance the effectiveness of sales pitches.
• Faster Ramp-Up Times for Sales Reps: AI-driven training tools, like role-play simulations and conversation intelligence platforms, are crucial in speeding up the training and onboarding process for new sales reps. These tools provide realistic scenarios, allowing reps to practice and receive immediate feedback. AI-driven learning reinforcement, such as personalized digital flashcard games, tailors training to each rep’s needs and progress, ensuring they become proficient in their roles faster than traditional methods. Additionally, using AI to analyze training outcomes can help identify knowledge gaps and optimize training programs continually.
• Enhancing Productivity of Sales Reps: AI tools significantly boost the day-to-day productivity of sales reps. Conversation intelligence tools analyze sales calls and practice sessions to provide real-time feedback and actionable insights to help reps refine their strategies and pitches. AI-driven translation solutions enable reps to create video messages in multiple languages, expanding their reach and effectiveness in global markets. Additionally, sentiment analysis applied throughout the sales process can optimize follow-up conversations and guide reps on the best next steps based on the customer’s emotional tone and content of previous interactions. This level of unprecedented personalization and strategic guidance leads to more meaningful customer relationships and, even more important, higher conversion rates.

Looking Ahead: The Future of AI in Sales

Through automation and advanced analytics, AI is significantly shortening sales cycles and enhancing our understanding of customer needs. There’s still much more room to grow as organizations overcome implementation challenges. Despite these hurdles, the trajectory is clear: 71% of leaders see AI as crucial for future sales enablement, with over half ready to trust AI in direct customer interactions.

The next steps involve increasing AI investments, addressing the skills gap, and improving system integration. By overcoming these challenges, sales teams can leverage AI more effectively and make it a central element of successful customer engagement.

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About the author: Erik Fowler is Chief Revenue Officer of Allego where he is responsible for the company’s customer acquisition and sales goals. He has 20 years of sales leadership experience, focused on maximizing sales opportunities through strategic planning and streamlined sales processes.

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Improve Your Sales Team’s Performance

Download The Sales Coaching Handbook and learn what top sales coaches do to boost motivation, increase focus, and supercharge the performance of sales teams.