Revenue teams struggle with execution, despite widespread AI adoption

AI adoption is accelerating among revenue teams, but a new report finds widespread breakdowns in execution, effectiveness and alignment. 

“The Go-To-Market Performance Gap Report” (registration required) from Highspot found these problems particularly prevalent among a group the report calls “AI Leapers” — organizations that lack the systems to turn insights into action.

Among the report’s findings:

• Only 28% of respondents say AI improves revenue-driving sales performance, despite surging adoption.
• 96% of leaders report strain from shifting priorities and stalled deals.
• 80% report burnout, stress or regretted attrition among their teams, but fewer than
• 25% of companies are investing in enablement or alignment systems.

The report found the best-performing companies are driving better outcomes with a more transparent structure, smarter systems and practical uses of AI. They align on specific outcomes, shared metrics, and consistent operating rhythms- not just strategy slides or campaign goals.

Rather than launching disconnected pilots, the report found leading companies use embedded, role-based AI to guide content usage, improve coaching and act in real time. According to McKinsey, fewer than 10% of AI pilots reach scale, but structured, agentic workflows are showing significantly higher impact.

The report found that top performers also integrate content, training, coaching and analytics into a single motion, allowing every salesperson and manager to take action with confidence. 

The report is based on a survey of 463 senior sales and revenue leaders across the U.S., Europe, and Asia Pacific conducted by Dynata in June 2025.