Sales professionals face increasing pressure to do more with less. But what if the answer isn’t working harder, but working smarter—by embracing AI?
That’s the question posed during a recent B2B Marketing Live webinar, hosted in partnership with Maximizer, featuring Matt Head, Relationship Manager at Avrion, and Freya Ward, Global Growth Director at Headley Media. Together, they explored how AI is reshaping the sales function—not to replace people, but to empower them.
Why AI in Sales Is No Longer Optional
When asked if they were already using AI in their role, 86% of webinar participants said yes. That alone signals a shift—AI is already here, already in use, and growing fast. As Matt put it: “AI is not here to replace you. But someone who adopts it faster than you might.”
It’s a moment of decision—much like the early 2000s, when companies debated whether they really needed a website. Fast forward, and those who delayed that decision often no longer exist.
AI Is Already in Your Life (And Your Sales Stack)
From search engines like Google to Spotify playlists, AI is woven into our daily routines. In sales, the opportunities are just as practical. Whether you’re defining an ideal customer profile or handling inbound chat requests, AI can reduce manual tasks and accelerate decision-making.
Instead of spending hours trawling through data to identify potential leads, AI can be trained to know exactly what your perfect customer looks like—then go out and find them. And not just with basic details. AI can bring back enriched lead data: job titles, company size, location, and more, helping sales teams act faster and more effectively.
Streamlining the Sales Process
AI doesn’t just enhance the top of the funnel. It supports your entire sales journey:
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Lead qualification: AI assigns leads to the right nurturing sequences based on available data.
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Chatbots: Handle FAQs or purchase queries instantly, escalating only when human input is required.
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Task automation: Automatically schedule follow-ups, send thank-you emails post-purchase, or flag unresponsive leads for a nudge.
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Quote enhancement: AI suggests complementary products based on what similar customers have purchased.
By doing all this, AI frees up your team to focus on what matters—building relationships, understanding clients, and closing deals.
It’s Not About Tools—It’s About Time
Sales success ultimately comes down to one thing: the quality of time you spend with customers. And that time is in short supply. As Freya highlighted, the biggest barrier in lead scoring and CRM management isn’t technology—it’s the time and admin it takes to keep systems up to date.
Using AI to eliminate repetitive admin tasks means more time for real selling. And it’s not just about efficiency. It’s about giving every customer an exceptional experience, whether they’re a new lead or a long-term client.
AI for Sales Managers: Better Data, Better Decisions
From pipeline health to churn prediction, AI also arms managers with accurate, real-time insights. Systems like Gainsight and Clari can flag risks in customer accounts or alert you to underperforming areas before they impact revenue.
That kind of foresight isn’t just helpful—it’s transformational.
Where to Start with AI in Sales
Not sure where to begin? Start by reviewing your CRM data. AI is only as good as the information it’s fed, so if your CRM is disorganised, now is the time to clean it up.
From there, ask your CRM provider what AI features are available. For instance, at Avrion we work with platforms like Maximizer CRM and Dynamics 365, both of which offer powerful tools for automation, lead scoring, and reporting. The key is to align the technology with your actual sales processes.
AI Is a Partnership, Not a Replacement
This isn’t about replacing your sales team. It’s about equipping them with tools that make them more effective. As Matt concluded, “This is a sliding doors moment. The future of AI in sales is what we make it.”
Now is the time to experiment, test, and learn—so that your people can do their best work, backed by data, automation, and insight.
