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AI is already here. But adoption alone does not equal transformation.
Revenue Enablement in the AI Era.
How sales, marketing, and RevOps leaders are adopting AI to drive alignment, efficiency, and growth — and where the gaps remain.
Five findings that reframe the conversation.
Of organizations are actively using or piloting AI in sales and marketing.
Cite lack of consistent messaging and playbooks as a top challenge.
Of executives say systems are fully integrated — only 6% of ICs agree.
Report AI has increased team efficiency, but most call it incremental.
Say lack of training is their #1 barrier to AI adoption.
Where messaging is inconsistent, AI scales that inconsistency. Where systems are siloed, AI insights get stranded.
AI amplifies what's already there. That's the problem.
Every organization we surveyed is using AI. Not most — every one. Yet only 12% describe it as deeply integrated into daily workflows.
When AI enters a fragmented environment, it doesn't fix the problem. It scales it.
Leadership thinks it's working. The people doing the work disagree.
The sharpest finding in the survey isn't a single number — it's the distance between how leaders and individual contributors experience the same organization.
The #1 barrier to AI adoption isn't cost or skepticism. It's training.
When asked what's limiting their AI adoption, revenue leaders weren't pointing at budgets or politics. They were pointing at a skills gap.
Buried beneath the training gap is a data-quality story.
It matters just as much — and it previews what differentiated AI performance looks like in practice.
Of all respondents are very confident in their CRM and AI tool data.
Of CRM users say the same — a 13-point gap that previews differentiated AI performance.
The people deploying content in buyer conversations have almost no confidence it's meeting buyer needs.
AI is creating content. But is it connecting with buyers?
93% of respondents say their enablement content is at least partially AI-assisted. Adoption isn't the issue.
Confidence is. Despite widespread AI use, only 21% say they're very confident that content is personalized to their buyers' needs.
And that confidence gap follows the same top-down pattern. 35% of RevOps leaders and 32% of sales leaders express high confidence. Just 3% of sales individual contributors feel the same — the people actually deploying content in buyer conversations.
Want to see the full report?
This page covers the major stories. The full report goes further.