Hendrik Isebaert
Chief Executive Officer
As our current customers know well, Showpad has been at the forefront of the AI revolution in sales enablement, as recognized by leading analysts in our field.
To further accelerate the impact AI can have on your commercial excellence, we ran a study in partnership with research company Dynata, garnering nearly 1,000 revenue professionals. We surveyed account managers, field sellers, enablement leaders, and customer success experts from around the world.
The learnings from our survey are crystal-clear: for AI to be meaningful to your revenue teams, it must address three key needs.
- Sellers need AI to help personalize buyer interactions at scale.
- AI should automate low-value tasks, so sellers can focus on being trusted advisors to customers.
- AI must provide training and content at the moments that matter most for sellers and buyers.
Personalization at scale cuts through the noise
We all know this, but it’s worth repeating: today’s buyers are harder to reach than ever before. The market is infinitely noisier than it was ten years ago. Buyers are bombarded with messages, pitches, and content at every turn.
What happened? Automation!
Sales and marketing technology has been obsessed with automation without personalization. What does that do? It automates a shitty buyer experience. To stand out in this ocean of cookie-cutter messaging, sellers need to double down on deep personalization. They need hyper-relevant messaging that resonates with what the buyer cares about most.
Our research finds that 77% of sellers would love to completely delegate finding and creating the customer presentations that would be relevant in a given situation.
AI enables sellers to quickly find the right content for any audience, whether it’s a procurement manager focused on cost, a technical lead prioritizing specs, or an executive evaluating the business case. It then tailors the content in real time to match the conversation.
Automating busywork allows sellers to sell
On average, sellers and account managers spend nearly four and a half hours per day planning strategies, preparing for buyer conversations, or following up from meetings.
That doesn’t leave a whole lot of time for sellers to spend with customers. So we asked sellers which tasks they would most like to delegate off their plate.
The overwhelming response? Admin work.
AI takes those activities — the CRM updates, the account tracking, all the necessary evils of sales — off their plate. And when sellers are free to prioritize people over paperwork, the revenue follows.
Enablement matters most in real-time
Think about this: your sellers don’t need more training or content. What they need is the right training and content at the right moment. But as a sales leader, marketer, or enablement practitioner you can’t be everywhere all at once for every seller. That’s where AI comes in.
AI serves up exactly what a seller needs, when they need it. With consistent and real-time support.
- Preparing for a critical client meeting? AI instantly delivers the most relevant case studies and talking points.
- Heading into a negotiation? AI surfaces a coaching session on handling objections, and a best practice recording of a colleague.
The result? Sellers always show up equipped, confident, and laser-focused on closing the deal.
AI isn’t the future — it’s already here
Now here’s the real kicker: your teams aren’t just open to AI — they’re fired up about it.
According to our survey, 70% are already using or are ready to use AI in their workflows from their CRM to prospecting tools, forecasting systems, and, yes, sales enablement.
For organizations like yours, AI is the difference between your sellers being ready, and your sellers being ten steps ahead — especially when they’re in the field and on the road.
Embracing AI solutions for personalization, routine tasks, and real-time enablement lets your team focus on building customer relationships and driving business growth.
That’s what I call — excellence enabled.
