A pragmatic view on which parts of the revenue workflow benefit from AI today — and which are still better done by humans.
AI is neither the revolution the vendors promise nor the gimmick the sceptics dismiss. It is a set of capabilities that, applied to the right parts of the workflow, remove meaningful friction.
Research, enrichment, meeting summarisation, and first-draft messaging are the clearest wins. Discovery calls, negotiation, and executive relationship building are not — and probably will not be for some time.
The teams getting real leverage are the ones who treat AI as a co-pilot for the seller, not a replacement for the process.
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