Sellers face mounting pressure from shifting expectations and an ever-expanding list of required skills. Gartner has found that nearly three-quarters report feeling overwhelmed by the complexity of their roles. This isn’t just a productivity problem; it’s a motivation crisis. Fewer than one in five sales managers describe their teams as high-performing. Sellers experiencing high levels of drag – demotivation – achieve markedly less than their peers.
Artificial intelligence has been positioned as a productivity booster, but its most significant value lies elsewhere. AI’s influence on how sellers approach their work, connect with career growth, and reduce administrative burden is shifting the sales landscape.
Empowering Sellers to Experiment
Despite widespread investment in AI tools, utilization remains low. Half of CSOs report that generative AI is underused across sales stages. Sellers are often left to figure out best practices on their own, which leads to inconsistent results.
Organizations should provide targeted training and coaching that go beyond technical know-how. Sellers benefit from learning how to identify impactful use cases and evaluate AI-generated outputs. When sellers are encouraged to experiment and share feedback, the best solutions surface and can be scaled across teams.
Training should not be a single event. Ongoing support, incentives for experimentation, and recognition of innovative ideas drive adoption and engagement. Sellers who see AI as a tool for creative problem-solving are more likely to use it effectively.
Career Development: AI and Manager Coaching
Career advancement motivates sellers, but many lack clear visibility into growth opportunities and personalized development plans. Sales managers play a pivotal role in this process. With AI-powered tools, managers can record, analyze and prioritize key points for coaching conversations. Data-driven insights help managers move beyond tactical advice and initiate strategic discussions about career aspirations, next steps and long-term growth.
AI platforms can map seller skills, interests and performance trends, providing tailored recommendations for upskilling and advancement. This approach allows managers to customize guidance and helps sellers identify and address skill gaps. Sellers gain access to actionable insights about strengths and potential career paths, while managers are equipped to engage in more meaningful development conversations. Technology in career development increases transparency and puts sellers in control of their progress, but manager involvement remains essential for driving engagement and motivation.
Reducing Administrative Burden
The primary value proposition that CSOs seek with AI investments is time savings. At the same time, administrative burden increases the likelihood of sellers experiencing drag and underperforming. AI provides a potential solution here, but not if the sales organization lacks a firm handle on how sellers are spending their time.
Organizations must first analyze seller activities to identify which administrative tasks are consuming bandwidth. Delegating burdensome tasks, such as data upkeep, lead qualification and reporting to AI, allows sellers to focus on revenue-generating activities. This shift not only increases motivation but also drives sales performance.
Measuring for Success
AI’s role in sales is shifting from simple automation to a source of motivation and engagement. Measuring the success of AI initiatives requires tracking adoption, motivation and productivity. Dashboards that monitor training completion, tool engagement and changes in seller motivation offer clarity on what’s working and where to adjust.
CSOs who prioritize seller empowerment, career development and administrative relief see stronger teams and better results. The next phase of sales growth depends on using technology to support people – not just processes.
Gartner Sales Leader Conference
Michael Katz is a senior director of research in the Gartner Sales Practice, focused on addressing challenges facing sales leaders and their teams. Join Michael to learn more about sales strategy and planning at the Gartner CSO & Sales Leader Conference, May 19-20, in Las Vegas.
