AI in the sales team: where it really helps and where it doesn't

After years leading sales teams, I'm convinced AI can give a sales rep several hours back every week. I'm equally sure there are places where it gets in the way.

Where it helps

Preparing meetings with customer context, summarising calls and updating the CRM, spotting at-risk deals and drafting proposals from templates.

Where it doesn't

In the relationship with decision-makers, in negotiation and in reading what goes unsaid in a meeting. There, AI prepares but doesn't replace.

The CRM risk

If CRM data isn't reliable, AI only speeds up the mistakes. CRM governance comes first.

Where to start

Measure how many hours your team spends on tasks that aren't selling. That's your potential, and the baseline for measuring the return.