How to Use AI to Drive Alignment—Not Just Automation

How mid-market teams are using AI inside Salesforce, Outreach, and Gong

April 11, 2025 • Estimated Reading Time: 3 minutes

AI is everywhere right now. But if you’re leading revenue at a mid-market B2B company, the real question isn’t “Should we use it?”


It’s “How does this actually improve our sales and marketing execution?”

According to RSM, 78% of middle market executives say their companies are using AI—but only 20% believe they’ve integrated it in a meaningful way.

That gap says everything. AI adoption is happening—but strategic integration is falling short. And without alignment across sales, marketing, and customer success, even the best AI tools can’t deliver real impact.

The opportunity? AI becomes valuable when it supports alignment—when it’s applied through shared strategy, shared data, and coordinated execution.

If your GTM teams are already misaligned, AI won’t fix that. But when used intentionally, it can help you scale what’s already working.

Here are four ways AI is already improving execution inside the tools most teams are already using:

  • CRM Platforms (Salesforce, HubSpot)
    Predictive lead scoring combines behavioral and firmographic data to automatically surface high-intent accounts—so reps spend more time with buyers who are actually ready.

  • Sales Engagement Tools (Outreach, Salesloft)
    AI-powered sequences adjust based on buyer behavior, helping reps improve response rates without adding manual effort or guesswork.

  • ABM Platforms (6sense, Demandbase)
    AI analyzes intent signals in real time to prioritize in-market accounts—keeping sales and marketing aligned on where to focus and when.

  • Conversation Intelligence (Gong)
    AI summarizes sales calls, flags deal risks, and gives marketers direct visibility into what’s resonating—so messaging is based on real conversations, not assumptions.

You don’t need more tools.
You need alignment on what problems you're solving—and a clear strategy for how your teams will apply AI together.

Ask yourself:

  • Are we aligned on what qualifies as a high-intent lead?

  • Are we using AI to improve collaboration—or just automate misalignment?

  • Which of these tools are we underutilizing right now?

AI becomes powerful when it’s applied through the lens of alignment. Start small. Stay focused. Use the tools you already have—just use them smarter, together.

Which of these AI use cases feels most actionable—or most underutilized—in your GTM strategy?