Highspot’s The Go-To-Market Performance Gap Report, released on September 9, 2025, exposes a critical disconnect in AI adoption among sales and revenue teams, with only 28% reporting improved performance. The study highlights the struggles of “AI Leapers”—organizations that invest heavily in AI but lack the systems to execute effectively, leading to inefficiencies and burnout.
Only 28% of sales teams report AI improving revenue performance.
96% of leaders face strain from shifting priorities and stalled deals.
80% report team burnout, yet few invest in enablement systems.
High-performing teams align AI with clear metrics and workflows.
Structured AI integration boosts GTM efficiency by 50% on average.
Highspot’s report surveyed 463 global sales and revenue leaders.
Despite widespread AI adoption, The Go-To-Market Performance Gap Report reveals that only 28% of sales teams see revenue-driving benefits. The study identifies “AI Leapers,” organizations that rush to adopt AI without aligning it with structured processes, resulting in execution breakdowns. “Our new research reveals how organizations are stuck between strategy and execution when it comes to AI and sales enablement,” said Robert Wahbe, CEO of Highspot. “These ambitious ‘AI Leapers’ have invested in AI tools but lack the systems to act with precision. The truth is AI only works when it’s aligned with people, process, and performance. Otherwise, you’re flying blind and burning out your teams in the process.”
The report uncovers significant operational strain, with 96% of leaders reporting challenges from shifting priorities and stalled deals. Additionally, 80% note burnout, stress, or regretted attrition among teams, yet fewer than 25% of companies invest in enablement or alignment systems proven to reduce friction. This gap underscores the need for cohesive systems to translate AI insights into actionable outcomes.
High-performing companies are bridging this gap through three key strategies. First, they define success with operational metrics and consistent rhythms, as seen at CRIF, which achieved a 26% pipeline increase and 66% marketing efficiency gain. Second, they embed role-based AI into workflows to guide real-time actions, avoiding the pitfalls of disconnected pilots. McKinsey notes that fewer than 10% of AI pilots scale without structured workflows. Third, they treat enablement as a performance system, integrating content, training, coaching, and analytics, with Highspot customers reporting a 50% increase in GTM efficiency and 55% boost in seller confidence.
Highspot’s findings, supported by McKinsey and S&P Global, emphasize that AI underperforms without integration into frontline decision-making and cohesive GTM systems. By embedding AI into structured workflows, organizations can unlock its potential, driving efficiency and confidence across sales teams.
Highspot is the leading agentic platform for go-to-market performance, powered by Nexus™, our AI and analytics engine. Highspot acts as an AI-powered extension of your team—transforming every signal, spoken, shared, or shown, into real-time actions tailored to each role. Highspot ensures your salespeople show up smarter. Your marketers double down on what performs. Your enablement team scales what works. Because when your people perform at their best, your business does too.
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