AI in sales

What is AI in sales? 

AI enables and enhances sales software, like CRM systems, to analyze data, predict customer behavior, prioritize leads, and suggest pitches, streamlining processes and boosting conversions. Instead of replacing salespeople, AI provides strategic support:

• Machine Learning (ML): Analyzes large sales data sets to identify patterns.

• Natural Language Processing (NLP): Facilitates quick interactions with AI chatbots.

• Deep Learning (DL): Predicts prospects' actions and closing likelihood.

In Sales Force Automation (SFA) and Customer Relationship Management (CRM), AI automates tasks, nurtures relationships, and improves sales oversight.

Role of AI in sales— 

Sales reps spend only 33% of their time selling, with the rest on administrative tasks. AI can change this. 

According to a report, 61% of sales teams exceeding revenue targets use automation in their sales processes.

With AI: 

Enhanced Support: A study by McKinsey stated that 14% of businesses using AI for sales and marketing have observed significant improvements in lead generation and conversion rates.

Revenue Growth: According to Forbes, 63% of companies implementing AI reported increased revenues in the specific business areas where AI was integrated. 

Predictive Power: Predictive AI is set to transform decision-making, with 65% of B2B sales expected to shift to data-driven approaches by 2026 (Gartner).

Benefits of AI in sales and marketing 

AI has changed sales and marketing for good. With AI tools both departments can improve overlapping areas and increase the number of leads. Here’s how: 

1. Streamlined operations

By  automating repetitive tasks like scheduling meetings, sending follow-up emails, and updating data, AI allows sales teams to concentrate on what they do best — building relationships and securing sales.

2. Enhanced customer experience

By using AI, CRM systems like Freshsales, sales teams can unlock a deeper understanding of customer interactions and data — allowing them to create personalized experiences for everyone.

AI can tailor communication and product recommendations to improve lead scoring and deal closure while boosting customer satisfaction and loyalty.

3. Real-time decision-making with sales enablement

AI offers real-time analytics, providing sales professionals with crucial insights during sales. Real-time analytics can instantly suggest the 'next best action' or relevant content for sales teams, enhancing lead generation and conversion rates.

4. Boost in B2B sales

AI benefits B2B sales by analyzing customer behavior, interactions, and LinkedIn profiles to optimize outreach timing and follow-ups. It also supports the sales team with pricing models and helps them to identify upselling opportunities.

5. Aligning sales and marketing 

AI synchronizes sales and marketing teams by aligning their workflows and strategies. It tracks campaign effectiveness and provides feedback, ensuring smooth lead-to-conversion transitions.

6. Data-driven insights

The capacity to analyze extensive datasets is at the core of AI's capabilities. It assists in sales forecasting and provides vital sales metrics for assessing performance, ensuring continuous optimization of sales strategies.

How to use AI for sales: 7 use cases with examples

1. Lead generation and scoring 

Sales can often be a guessing game. Uninterested leads and incomplete data leave sales teams scrambling — even though most B2B marketers send all leads to sales, only a quarter are qualified.

AI-powered CRMs can track lead behavior online, understand interests, and score leads automatically. For example, a tech company uses AI to analyze interactions across social media, websites, and emails to pinpoint promising leads based on engagement, not guesswork.

In short, AI-powered CRMs make sales funnels more effective by prioritizing leads with higher conversion potential.

2. Generating action items from meetings and calls

Sales calls now have smarter assistants with AI.

Now you don't have to spend a lot of time summarising calls and creating action items. Conversational AI takes care of that — It can listen and deliver highly accurate summaries right after you hang up.

With the help of AI, automated summaries with the next steps can be emailed to both sides (sales rep and prospect) — saving significant human resources that can be used on higher-value tasks, like the closing deal.

3. Sales prospecting 

Sales prospecting goes beyond just summarising calls and making to-dos. Each of the calls that salespeople engage in provides a rich amount of info about the prospect's view on your offering, and further analyses the prospect's data. Imagine a cybersecurity firm using AI to scan for recent data breaches and sensitive sector businesses — AI can assign lead scores based on breach severity and company size, enabling targeted outreach by the sales team. This approach optimizes sales efforts, directing resources toward leads with the greatest conversion potential.

4. Email automation 

Closing deals through email is convenient for customers who prefer not to be interrupted by phone calls. But crafting and sending cold emails can be time-consuming, and results can be hit-or-miss.

AI can streamline this process. Here's how:

• Analysing lead data, prioritizing outreach, and identifying the most promising contacts

• Personalizing email content by addressing their specific challenges

• Generating catchy subject lines, increasing the chances of emails getting opened

Using AI, email subject lines, body can be personalized to be more persuasive. For more efficiency AI can creat the email drafts as well as automate the email campaign entirely.

5. Sales forecasting

Gut Feel vs. Data Power.

AI does sales forecasting by crunching massive datasets and analyzing past sales alongside current market trends — which could take the sales team significant time to understand.

Imagine a clothing store using AI to analyze past holiday sales and current fashion trends. The AI-enhanced CRM can predict which clothes will be best sellers this season. Sales managers can also use AI to make quarterly goals. 

Still, AI is only as good as the information it gets — to make the right predictions, AI needs clean and real-time input. 

6. Sales enablement 

Sales enablement refers to giving sales teams the best resources and tools to finalize more deals easily. 

AI takes it to the next level by finding and sourcing the most powerful sales tools — case studies, testimonials, and positive reviews. 

AI can also tackle the time-consuming task of RFP responses. Studies show companies churn out an average of 150 RFPs annually, generating a significant portion of their revenue (35%). But they require tons of specific details.

AI tools such as Freshsales can scan through a company's content and automatically insert the right details into the proposal — saving time and ensuring everything is accurate, improving the likelihood of winning the contract.

7. Upselling and cross-selling

Imagine your sales team knowing exactly what each customer needs. 

By analyzing customer data, AI can predict which additional products or services are suitable for a prospect or customer by identifying their buying pattern.

Think of it this way, an online store can use AI to see which customers are buying running shoes. The AI can then suggest complementary items like socks, workout clothes, or a heart rate monitor — all based on what other runners typically buy. 

This not only streamlines the shopping experience for the customer but also boosts the store's bottom line.

How to develop an AI-driven sales strategy

While the exact approach will vary based on your company's goals, there's a proven, step-by-step process for implementing AI in your sales strategy. This blueprint has been effective for businesses of all shapes and sizes, regardless of their industry.

1. Find what works

Instead of manually sifting through data, use AI and ML algorithms to analyze past sales figures and market trends. This can reveal hidden patterns, like which customer segments respond best to specific offers. With this knowledge, you can refine your overall sales approach and empower reps to tailor their pitches for maximum outcomes.

2. Set goals and assess infrastructure

Establish clear goals for AI adoption and evaluate your existing tech setup for a smooth transfer. This could involve aiming for a 15% increase in qualified leads or a 10% reduction in sales cycle time. 

Then, evaluate your current tech infrastructure, including data storage capabilities and software compatibility which is crucial for successful AI implementation.

3. Calculate ROI and choose the right AI tools

First, identify the specific sales challenges you want AI to address, like lead qualification or deal forecasting. Calculate the potential return on investment (ROI) by comparing the expected cost savings or revenue gains from AI adoption to the initial investment in software and training.  Once you understand the value proposition, research and choose AI solutions that directly address your needs.

4. Implement, train, and track

Once you've chosen the right AI tool, integrate it with your current CRM system — and don't leave your team hanging.

Provide training resources on how to leverage the new AI functionalities.  Finally, establish key performance indicators (KPIs) that align with your AI-driven goals — this could involve tracking metrics like the number of qualified leads generated by AI or the accuracy of its sales forecasts. 

5. Continuously adapt and improve

AI is not a one-time fix. Establish a feedback loop where your sales team can share their experiences with the AI tools. 

Furthermore, choose an AI solution with scalability in mind. This ensures your system can adapt and grow alongside your evolving sales goals.

Top 9 AI sales tools

With the rise of AI in sales, several powerful platforms are coming out. Here's a look at 9 leading AI sales platforms: 

1. Freshsales 

Freshsales is a cutting-edge AI-infused CRM platform. It boasts a comprehensive toolkit encompassing traditional CRM functionalities and the latest AI capabilities, empowering sales teams to work smarter and accelerate deal closures. Trusted by over 60,000 businesses, this platform equips sales teams with tools designed to enhance their selling prowess. 

Standout features that set Freshsales apart 

• AI-Powered contact scoring: Freshsales employs AI-driven contact scoring, courtesy of Freddy AI, to swiftly identify high-intent leads, ensuring timely follow-ups. This feature prioritizes and personalizes customer engagements by delving deep into customer behavior on websites or apps. 

• Predictive deal insights: Freshsales leverages AI technology to offer invaluable deal insights. These predictive analytics assist salespeople in identifying the most promising deals and crafting optimal sales strategies. 

• Workflow automation: Freshsales automates repetitive tasks such as lead assignments, email sending, task creation, and reminders. This behavior-based sales sequencing allows businesses, especially those in the B2B sector, to scale outreach more efficiently. 

• In-depth analytics: Freshsales allows you to measure agent performance with visual reports and enhance your productivity with AI-powered predictions. It lets you identify and prioritize the most sales-ready prospects with scores assigned by Freddy AI. Additionally, it enables you to predict sales performance and revenue while targeting high-potential deals based on historical sales data.

Pros 

• User-friendly interface: Freshsales is designed with the end-user in mind, offering an intuitive interface that reduces the learning curve. 

• Extensive integration: It is compatible with various third-party applications, ensuring seamless operations. 

• Robust analytics: Freshsales provides in-depth insights into sales performance, customer behavior, and more. 

Cons 

• With the free version, some features and tools are not available. However, high-level support is provided regardless of payment.

Best-suited for 

• Medium to large-scale businesses seeking an all-in-one CRM solution. 

• B2B sales organizations are looking to streamline their sales process through AI-enhanced tools. 

• Sales professionals in search of real-time data and predictive insights to inform their strategies. 

2. Apollo AI 

Apollo is a comprehensive sales intelligence platform with tools that help boost prospecting, engagement opportunities, and revenue generation for sales teams and marketers. Apollo helps uncover new customers, connect with key contacts, and develop effective sales strategies, based on detailed analysis.

Key features:

• Works well for medium to large B2B businesses that prioritize data-driven strategies and seek to integrate AI into their sales and marketing workflows

• Uses AI to continuously assesses leads, adapting recommendations based on market shifts and individual behavior

• Hyper-personalized emails at scale with built-in writing assistant.

• Customised sales strategies tailored to each lead

Pros:

• A vast database of potential customers 

• Seamless LinkedIn integration

• Enhances outreach with automated features

• Refine prospecting with tailored filters for the perfect TA

Cons:

• On-platform email analytics and reports are limited

• There are limitations on the number of contacts one can process simultaneously

• Steep learning curve

Price:

Starts at $0, up to $119 per user per month.

3. Gong AI 

Gong’s Revenue Intelligence Platform analyses customer communications for better business insights, efficiency, and revenue growth in a unified platform

Key features

• Gong AI's algorithms transcend mere summaries, delivering actionable insights from customer interactions. These insights encompass pain points, outcomes, and clear next steps for sales teams. 

• Custom active learning models empower users to uncover crucial trends in customer interactions, offering early warning signs and facilitating agile strategic adjustments. 

• Speech-to-text models provide industry-leading transcription services, ensuring that no vital information is lost, regardless of the language spoken. 

• Gong engage feature ensures top-tier engagement from initial contact to deal closure, eliminating redundant methods and tool overloads.

Pros 

• Gong boasts an impressive arsenal of over 40 AI models, all built on a foundation of quality sales data, delivering insights that are 2x more accurate. 

• It is the industry's first user-trainable system, adaptable to any industry, geography, or organizational size. 

• Gong places a premium on enterprise-grade security features, safeguarding data, and ensuring control. 

Cons 

• The array of high-quality features may come with a premium price tag, which could concern smaller businesses. Freshsales offers multiple tier-based pricing options to support businesses of all sizes. 

Best-suited for 

• Large-scale enterprises and businesses seeking advanced AI-driven insights into their sales processes. 

• Organizations with a global footprint require comprehensive multi-language support. 

• Sales teams are committed to harnessing AI for predictive insights, proactive deal risk management, and revenue maximization. 

4. Exceed AI 

Exceed AI focuses on harnessing the power of Conversational AI to revolutionize the lead conversion process. Through automation, it empowers organizations to efficiently capture, engage, qualify, and schedule meetings with potential leads on a grand scale. This transformative approach seamlessly integrates multiple communication channels, including Email, Chat, and SMS, ensuring no lead slips through the cracks. 

Key features

• AI-powered assistant: It engages potential leads through human-like, two-way email and SMS conversations, fostering genuine interactions. 

• Website chatbot: It converts website visitors into qualified leads and takes the initiative to schedule meetings for the sales team, providing a proactive approach to lead generation. 

• AI lead qualification: The platform efficiently qualifies leads by asking the right questions and seamlessly passes sales-ready leads to the team, optimizing their efforts. 

• Meeting scheduler: It offers hassle-free scheduling of qualified meetings via chat, SMS, and email, simplifying the process for sales reps and potential clients. 

Pros 

• Interacting across Email, Chat, and SMS ensures no lead is overlooked or left unattended. 

• The platform significantly increases productivity, reduces costs, and enhances lead conversion rates. 

• Testimonials underscore substantial productivity gains, a surge in sales-ready leads, and achieving sales goals. 

Cons 

• An over-reliance on automation might risk losing the personal touch in certain scenarios, so careful calibration is essential. 

• Implementing and fully mastering the entire suite of features may require an adjustment period. This is where Freshsales leads. Its intuitive and easy-to-use features ensure that your agents don't take too long to get acquainted with the tool.

Best-suited for 

• Marketing and sales teams aiming to maximize lead conversions without escalating operational costs. 

• High-volume lead businesses seeking scalable solutions for engagement and qualification. 

• Businesses looking to leverage AI to automate repetitive tasks and allocate more time to strategic decision-making. 

5. Hoppy Copy

Hoppy Copy is designed to empower marketers and creators to craft high-converting email campaigns and an array of other content pieces. Its mission is to accelerate the content generation process for diverse marketing endeavors, including campaigns, drips, newsletters, and more. With a set of versatile features, it confronts the challenges faced by email marketers head-on and offers innovative solutions for highly effective communication. 

Key Features 

• With over 50 templates, the AI platform leverages scientifically proven formulas to craft compelling copy for a wide spectrum of email categories. 

• Advanced editor tools equip users to generate unique campaign concepts, captivating headlines, engaging subject lines, and persuasive calls to action, elevating the impact of their marketing initiatives.

• Content converter allows content repurposing across different formats, enabling seamless conversions from blogs to emails or tweets to texts, maximizing content utility.

• Spam checker feature automatically detects and replaces spam-related keywords, enhancing email open rates by ensuring messages land in the inbox, not the junk folder. 

Pros 

• Rapid content generation produces content for various email campaigns in seconds, significantly expediting marketing efforts. 

• Beyond emails, it proves its mettle by generating a broad spectrum of marketing content, making it indispensable for content creators. 

• It provides intuitive tools for easy editing, allowing users to customize content according to their preferences with minimal effort. 

Cons 

• There's a potential risk of reduced originality if users become overly dependent on it for all content creation. 

Best-suited for 

• Email marketers: Ideal for those seeking a tool to streamline and optimize their email campaign processes. 

• Sole proprietor or small teams: Valuable for those aiming to achieve agency-level content outputs without an extensive team. 

Content creators and marketers: Perfect for those needing assistance with rapid content generation and repurposing across multiple platforms, ensuring efficient and impactful content delivery.

6. Salesforce

Salesforce, a CRM platform hosted in the cloud, leverages AI to assist businesses in efficiently managing every facet of customer relationships.

Key features:

• Best for businesses that need to manage complex sales processes

• The contact management feature provides a complete view of each interaction with customers, including social media data

• The opportunity management feature easily tracks all customer activities and the different stages of each opportunity in a clear timeline, helping to strategize the next moves

• Einstein AI tailors customer interactions with content like emails and call summaries using AI, saving more time

Pros:

• Cloud-based and accessible from anywhere

• User-friendly interface

• Enhanced sales efficiency with AI features (on higher plans)

Cons:

• Limited AI functionalities on basic plans

• Cost can be the impeding factor, especially for smaller teams

Pricing:

• The pricing begins at approximately $25 per user per month for basic plans, with higher-tier plans potentially reaching up to $165 per user per month.

7. Pipedrive

Pipedrive is a CRM software featuring visual tools for efficient lead tracking and sales process management. Utilizing AI, it provides a comprehensive overview of sales activities.

Key features:

• Tailored for small and medium-sized businesses that prefer a visual approach to sales

• Lead generation tool called LeadBooster includes features like chatbots, web forms, live chat

• Prospector tool is for real-time engagement with visitors, including identifying promising leads

• Segmented emails to personalize communication based on criteria like lead source, deal stage, or past interactions

• Efficiently create quotes, proposals, and contracts with customizable templates that automatically fill in CRM data related to deals and contacts

Pros:

• Designed for SMBs with a focus on ease of use

• Clear visual pipeline for sales activity tracking

• AI Sales Assistant for deal insights and next-step recommendations

Cons:

• Chatbot and live chat functionalities require additional paid plans

• May not be ideal for enterprises with complex sales needs

Pricing:

• Free 14-day trial

• Paid plans start around $9.90 per user per month

8. Zoho CRM 

Zoho CRM is a cloud-based platform designed for businesses of any scale, offering integrated AI capabilities through Zia. Utilizing machine learning, Zia delivers sales insights, identifies irregularities, recommends workflows, and automates tasks like scheduling emails and calls.

Key features:

• Idea for small to medium-sized businesses that want a comprehensive, all-in-one solution for their operations

• Robust sales automation with features like automatic lead generation, lead scoring for efficient routing, and customizable workflow rules

• Zia can anticipate when deals will close and recommend the best times to reach out to prospects, improving efficiency and enhancing customer engagement

• Integrates email, phone, social media, website forms, and live chat into a unified platform, thus streamlining communication and data management

Pros:

• AI-powered insights and automation with Zia (machine learning for sales insights, anomaly detection, workflow suggestions, task automation)

• Predicts deal closures and suggests optimal contact times

Cons:

• While not explicitly stated, some users might find the features less comprehensive compared to higher-priced CRM solutions

• Some customers aren’t satisfied with Zoho’s customer support

Pricing:

• Free plan for up to 3 users

• Paid plans start around $14/user/month

9. Monday Sales CRM

Monday is a visually appealing, customizable CRM software that uses AI to streamline sales activities and manage customer relationships. It offers a board-based interface with drag-and-drop functionality, enabling teams to easily track leads, deals, and communication in one centralized location.

Key features:

• Ideal for SMBs looking for flexibility and customization

• Through lead scoring, one can efficiently prioritize leads by pinpointing those with the highest potential value

• Monday AI (Beta) enhances fundamental AI functionalities such as drafting emails and summarizing call transcripts

• Template Center to swiftly begin with pre-designed templates tailored for any industry

Pros:

• Easy to track leads, deals, and communication in one location

• User-friendly interface with drag-and-drop functionality

• Highly customizable

Cons:

• Limited AI functionalities (currently in beta)

• Lacks advanced AI capabilities for in-depth insights

Pricing:

• Free plan with limited features

• Paid plans start around $12/user/month

Summary

Sales is getting a game-changing upgrade. AI is transforming from a handy assistant to a strategic partner. It will anticipate customer needs, predict buying patterns with good precision, and even tailor pitches for deeper impact. 

Imagine getting real-time coaching during calls, with AI whispering perfect responses and pinpointing the ideal moment to close.

That’s becoming a reality!