Highspot report highlights AI’s impact on GTM

Put away your Gregorian calendar. The age of AI means 2025 is a leap year for all of us. But a report from sales enablement platform Highspot confirms your go-to-market team’s worst fear: AI deployment, while accelerating, might be missing the mark.

Of the 463 senior go-to-market leaders surveyed for “The GTM Performance Gap” report, 98% said though their strategy has been rolled out, just 10% saw it driving results. Worse still, the report showed only 6% are keeping abreast of GTM performance signals, suggesting a major breakdown in deployment assessment. The big picture around so-called “AI Leapers”—companies taking the plunge, despite not acting with precision—is stark: Despite 77% of companies investing in an AI-driven future, only 28% reported performance improvements.

Some key trends emerged from teams experiencing success:

• Alignment trumps ambition; it’s no good jumping in if everyone isn’t on the same page.
• Choosing the right AI for your org is pivotal.
• Using your go-to-market strategy as a performance system is key; it helps you analyze what’s working, and what isn’t.

The report also signals a disturbing side effect of misalignment, with 80% of GTM leaders reporting signs of burnout and stress among their teams due to twisted priorities or inefficient workflows. It seems a key catalyst for the breakdown of execution is sales and marketing content not being used effectively. What’s more, GTM leaders can’t agree on the best way to improve consistency: Roughly a quarter (26%) said AI recommendations were the key, while 22% suggested better tool and workflow integration.

“Don’t scale chaos,” warns the report, suggesting that you don’t need to overhaul your GTM structure overnight. The big takeaway: The GTM performance gap indicates a hefty, but not insurmountable, gulf between strategy and execution.

There are some silver linings out there. Data from Highspot’s 2025 “State of Sales Enablement” report revealed that AI-guided coaching improves win rates by 36%, and companies with unified enablement tech stacks were 42% more likely to improve sales productivity. Looking at that data in this new context will provide food for thought.