AI in sales – make it your friend.

Artificial Intelligence (AI) isn’t just a buzzword—it’s fast becoming a crucial tool in sales enablement, business development, and customer relationship management (CRM). So how can sales teams integrate AI practically and meaningfully into their daily operations?

AI in sales

This is a question I get asked frequently—usually alongside topics like hybrid working or how to onboard the next generation of sales professionals. And yes, a good prompt into ChatGPT can answer a lot of those questions in seconds. (Fun fact: the image I used to promote this podcast was AI-generated.)

Honestly, I wish this kind of technology had been around when I found myself targeted by a media rights agency—three times over, more than a decade ago.

In this episode of the Shift Control Sales Podcast, I sit down with Rory Kelly—a former colleague turned CRM specialist and a recent deep diver into the world of AI for sales. Rory’s experience spans time at HubSpot, and his curiosity about AI shines through in everything he shares (just check his LinkedIn feed if you don’t believe me).

What We Discuss

We cover a lot of ground in this episode, focusing on the real-world integration of AI into sales processes. From personal insights to practical tools, Rory offers perspective that will resonate with salespeople, managers, and business owners alike.

One example that came up recently: I was working with a client whose content process involved writing a piece and then asking ChatGPT to improve it.

But is that the best approach?

Should we be asking ChatGPT to write the content from scratch instead?

And as a business owner, are you truly comfortable knowing that a properly prompted AI tool might outperform your entire marketing team when it comes to crafting persuasive, conversion-friendly content?

For sales professionals, the question becomes: Are you using AI to enhance your value proposition, refine your messaging, or even correct your sales playbook?

AI in sales – Tools That Are Already Changing the Game

HubSpot, for instance, now features an AI-powered “Executive Summary” tool that distils previous client interactions into a concise overview. That’s a real time-saver and a clear value-add for any CRM user—one that didn’t exist just a short while ago.

As Rory says, this is barely scratching the surface.

Rory’s energy and insight make this episode essential listening for anyone thinking about the future of sales, AI in CRM, or how to stay competitive in a rapidly evolving business landscape.

Listen here:

Spotify: HERE

iTunes: HERE

Soundcloud: HERE