GTM Glossary · Motions & Plays
AI Sales Transformation
Rebuilding a sales motion so AI handles research, enrichment, drafting, and preparation while humans keep the conversation.
[01]What It Means
The practical work is mapping the funnel stage by stage and placing AI where it compresses effort without touching trust: account research, list building, meeting prep, follow-up drafting, CRM hygiene. The judgement, the call, and the negotiation stay human.
[02]Why It Matters
When AI produces the activity, activity stops being a useful measure of effort. Targets, forecasting, and compensation have to be rebuilt around outcomes, or the organisation optimises for output nobody wanted.
[03]Where It Goes Wrong
Automating the conversation itself and losing the trust that closes European deals.Keeping activity-based KPIs after AI has made activity nearly free.Deploying AI voice without meeting the disclosure duty under the EU AI Act.
[04]Related Terms