AI Strategy for Businesses in 2025: From Insights to Impact

What does a winning artificial intelligence strategy really look like in 2025?

It’s no longer about experimenting on the edges. It’s about deploying and embedding AI solutions into every layer of your go-to-market engine with clarity, confidence, and real commercial impact.

That’s exactly what we unpacked in a recent AI Advantage webinar with Bryan Kurey, VP and Head of Research at SBI Growth. Drawing from fresh CEO research, the conversation surfaced what most GTM leaders are getting wrong about AI and what top performers are doing differently.

Here’s what GTM, RevOps, and executive leaders need to know now to drive results this year. Check out the full interview below our keep reading for the summary of the conversation:

CEOs Are Facing a GTM Efficiency Breakdown

The backdrop is serious.

GTM expenses have surged 68% in just three years. At the same time, revenue yield has cratered—from 66 cents per GTM dollar down to just 37 cents, according to SBI Growth’s CEO report.

That’s nearly double the cost for half the return.

“There’s a commercial efficiency crisis across B2B,” Bryan shared. “And the data shows CEOs are paying attention. AI is quickly becoming their go-to lever to restore leverage.”

Momentum sees this on the ground: Sales and marketing teams are under pressure to do more with less. The ones winning are not simply testing AI initiatives; they’re operationalizing them across the funnel to turn insights into action.

The Real Reasons GTM AI Strategies Are Failing

The temptation is to blame the tools. But as Bryan noted, the real issue is how companies adopt them.

“Only 13% of sales organizations have moved beyond pilots. Sixty-five percent are still in exploration mode. That’s a massive execution gap,” he said.

And the blockers? They’re not surprising, but they are solvable:

• Unclear Use Cases: Many teams don’t know where AI fits in their workflows. Without a clear use case, adoption stalls.
• Insufficient Enablement: Just 12% of sales enablement teams are training frontline managers on AI tools. Yet managers are the biggest influencers of tool usage.
• Cultural Resistance: Teams don’t adopt what they don’t trust. When the value isn’t clear, the default is inertia.

The GTM organizations making real progress are building strategy-led roadmaps, enabling their teams aggressively, and anchoring AI in their day-to-day systems and business goals. In Bryan’s words, “AI success hinges on enablement, not just experimentation.”

Four GTM Domains Where AI Models Drive Serious Value

We see four domains where AI projects are driving measurable impact for commercial teams:

1. Smarter Decision-Making

AI uncovers insights buried deep in your GTM data, especially from customer conversations. This data rarely makes it into your CRM. But it’s where the real gold lives: objections, competitor mentions, customer friction.

Solutions like Momentum make sure those insights are not only captured but activated.

As Bryan put it: “It’s no longer just about reporting. It’s about enabling frontline managers and teams with insights that actually move the needle.”

2. Higher Productivity Across Teams

Call summaries. CRM updates. Follow-up tasks. AI systems can take care of the repetitive, manual work that drags reps down.

Bryan emphasized this is where CEOs are most bullish: “Productivity enhancement is the #1 cited benefit of AI. It’s how you free up humans to do what they do best: build relationships and close deals.”

3. Stronger Employee Experience

Fewer admin tasks means happier, more effective teams. And that pays dividends. Bryan called it out directly: “When reps see that AI helps them sell more and waste less time, adoption stops being a hurdle.”

AI that works in the background without demanding new workflows or extra effort is the kind of enablement teams actually embrace.

4. Cost Efficiency Without Cutting Corners

Strategic automation enables companies to reduce costs without compromising performance. Instead of cutting headcount or reducing GTM motion, leaders are reallocating time and dollars to high-ROI activity.

It’s about smarter spending, not smaller teams.

What’s Holding Back Broader AI Adoption?

Despite the upside, AI adoption in GTM teams remains uneven. According to Bryan, three specific barriers keep companies stuck:

1. Tool Fragmentation: Too many point solutions doing too little. “Leaders are overwhelmed by noise,” Bryan said. “They’re hearing a lot of the same promises with few differentiated outcomes.”
2. Misalignment with Strategy: Implementing AI often sits outside the core business strategy, treated as innovation theater rather than a driver of revenue outcomes.
3. Internal AI vs. Product AI: Many companies prioritized AI in their products instead of their own operations. “They built AI for customers, but forgot to deploy it internally to boost their own teams,” Bryan noted.

The result? Missed value and stalled progress.

The Companies Getting It Right Are Doing This

In contrast, the companies making real AI progress are operating differently. Bryan called out four patterns from AI leaders:

• They Lead with Strategy: AI use cases are mapped directly to business objectives and revenue KPIs.
• They Run Fast Pilots: Agile experimentation allows them to learn quickly, adapt fast, and scale what works.
• They Invest in Data Quality: Clean, accessible data isn’t just a data team concern, it’s a GTM enabler.
• They Empower Managers First: Frontline managers and other stakeholders are the key to widespread adoption. High-performing companies treat manager enablement as a non-negotiable.

As I shared during the webinar, “AI can’t be a sidecar. It has to be in the driver’s seat, baked into workflows, not bolted on.”

Momentum’s Approach: Driving Orchestration Through Conversation

What makes Momentum different is its focus on turning daily conversations into orchestrated execution. Every insight, every objection, every signal—captured and translated into action.

That means AI agents that:

• Summarize calls and highlight customer risk
• Identify buyer intent signals
• Auto-update CRM with accurate context
• Recommend follow-ups and next steps
• Surface coaching moments for managers
• Trigger automations in Slack, Salesforce, or email

And they do it all within the systems GTM teams already use. No tab-switching. No manual data entry. Just signal turned into action. At scale.

This isn’t about dashboards or delayed metrics and analytics. It’s about real-time enablement, embedded directly into GTM motion.

As Bryan said: “The future belongs to those who operationalize insights. If you’re not using AI to execute, you’re not using AI.”

Looking Ahead: Where AI Strategy Is Headed in 2025

AI technologies aren’t slowing down; they’re accelerating.

The future of GTM belongs to teams that go beyond pilots and embed AI into the foundation of how they work. Generative AI, predictive forecasting, intelligent automation, machine learning... These are not fringe capabilities anymore. They’re becoming baseline.

Bryan believes the most successful companies in 2025 will be those that:

• Continuously test, learn, and scale AI use cases
• Build org-wide data literacy to support adoption
• Treat AI enablement as a core revenue lever
• Let AI enhance, not replace, human judgment

What to Do Now: Three Moves to Make

If you’re still early in your AI journey, here’s where to start:

1. Get Clear on the Use Case Map your biggest GTM friction points. Where does insight fall through the cracks? Where is manual work slowing things down? Start there.
2. Audit Your Data Foundations Ask the hard questions: Is your CRM accurate? Are key interactions being tracked? Is your conversation data actually usable? Clean data is non-negotiable.
3. Prioritize Frontline Enablement Your reps won’t use what their managers don’t understand. Focus enablement efforts on team leads first and give them wins they can see.

Final Word: From Insights to Impact

AI is not a strategy. Execution is.

The difference between hype and impact comes down to how deeply AI capabilities are embedded in the systems and rhythms of GTM teams and their business processes. The companies leading in 2025 won’t be the ones with the most AI applications—they’ll be the ones where AI is quietly powering every customer conversation, decision, and handoff.

That’s what Momentum is here to do.

Ready to start scaling execution, not just experimentation? Let’s talk.