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Mike Lieberman, CEO and Chief Revenue ScientistThu, Aug 31, 2017 4 min read

How AI Will Transform Sales Enablement

{}Once a concept dreamed up by science fiction authors, artificial intelligence (AI) has made its way into the daily lives of consumers across the globe. From Google searches to online shopping lists, AI has the ability to streamline normally human-focused tasks.

In the world of sales, AI can provide key insight into the wants and/or needs of an ever-changing consumer base. Through smarter data models, easy access to data, and affordable, yet powerful, cloud computing, AI systems are readily accessible for most businesses and ultimately drive sales enablement.

The advent of AI means the future is now, and it’s important businesses learn about the future of buying and selling.

AI Will Work with You

AI, in the world of sales, goes beyond basic content searches and user statistics; it redefines the way sales and customer relations are handled. By working with AI systems, sales teams are able to take advantage of AI-predicted analysis to prioritize leads. Marketers can then use the AI-predicted data to tailor journeys for each unique qualified customer.

Notably, AI is able to collect and report real-time insights that are accurate, self-optimized, and unique to their specific customer opportunity. This in turn allows sales teams to effectively and efficiently guide particular clients. AI can also direct sales through tailored searches and analytics, something sales enablement customers primarily look for.

In addition, AI can help maintain customer relationships by acting as digital assistants, scheduling meetings and delivering reminds to sales teams. This kind of AI-driven customer service can also automatically recommend the best and most relevant content, at the right time.

By gathering and processing information at a far superior rate than a human being, AI can help sales teams exceed expectations and goals by providing valuable insight and input from across many streams of data. By extension, the more data you have on your consumer base, the more effective these AI insights will be.

AI Will Drive Success

Before devoting resources to the integration of AI in your business, identify how exactly AI fits in the grand scheme of your company.

With AI, sales teams have the tools to deliver the perfect content for every step of the buyer’s journey. However, it’s important to note that AI itself does not and should not sell. Rather, it enables an easier and more streamlined sales process.

With this in mind, the potential return on investment (ROI) of AI can be a bit murky. On one hand, by quickly and accurately relaying a business’ best-performing content, AI can help sales teams close deals faster. On the other hand, more engagements don’t necessarily translate into reliable conversions.

However, AI-supported systems generally do result in faster conversions. AI enables sales teams to leverage the intelligence of their sales enablement platform to access contextual, dynamically optimized recommendations from directly within their CRM. Sales teams can confidently provide what the customer needs for each stage of their journey. This improves customer engagement, helps accelerate sales processes, and boosts revenue, ultimately resulting in a higher ROI.

With AI, businesses can optimize their content strategy based on data-driven insights and predictions, rather than intuition. This allows them to achieve higher close rates on their most promising leads.

AI Will Look to the Future

AI and new technologies will continue to transform the way consumers interact with companies. Businessman Mark Cuban notably believes AI systems need to be studied or, “you’ll be a dinosaur in 3 years.”

For better or for worse, AI is establishing itself in the selling process and those invested in sales enablement must carefully find a place for AI within their day-to-day operations. It’s up to businesses to adapt to the changing economic landscape, become more tech-savvy, and create effective content marketing strategies that integrate data-driven AI insights.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.