Bridging the AI Performance Gap: Insights from Highspot’s GTM Report

A recently released report finds that even as artificial intelligence (AI) adoption is accelerating, there are widespread breakdowns in execution, effectiveness, and alignment — especially among “AI Leapers.”

Global research firm Highspot, a leading agentic platform for go-to-market (GTM) performance, revealed a strain for sales and revenue teams as 96% of leaders reported stress from shifting priorities and stalled deals in its The Go-To-Market Performance Gap Report.

The report noted execution is affected across all teams: 39% say content isn’t used effectively as well as slowing down deal cycles; 34% struggle to align teams to shifting priorities; and 30% say win rates fall short, even with a clear strategy. This comes as AI Leapers are stuck between ambition and execution— only 28% of those responding reporting AI improving performance.

Highspot’s Findings

Robert Wahbe, CEO of Highspot, explained that AI Leapers are organizations that have invested in AI tools but lack the systems to act with precision.

“Our new research reveals how organizations are stuck between strategy and execution when it comes to AI and sales enablement,” said Wahbe in a statement. “The truth is AI only works when it’s aligned with people, process, and performance. Otherwise, you’re flying blind and burning out your teams in the process.”

GTM Performance Report

The report echoes recent findings that AI often underdeliver when deployed without structural readiness or workflow integration. To that end, 80% of respondents reported burnout, stress, or regret among their teams. Meanwhile, fewer than one in four companies are investing in enablement or alignment systems proven to reduce friction

The GTM performance gap is widening as execution falls short. While 98% said their strategy is in motion in the global survey of 463 senior GTM leader, only 10% said they are driving successful initiatives.

A key issue is that AI isn’t embedded where work happens; it’s bolted onto workflows instead of built into them. “If AI lives in another platform, tab, or tool, it just becomes more noise and more steps,” says Annie Lizenbergs, Revenue Enablement Leader at Highspot, states in the report. “Reps won’t use what disrupts their flow. They’ll ignore it. It becomes out of sight, out of mind.”

Closing the Gap

Highspot’s research found the best uses of AI when they are embedded into frontline decision-making and used through a cohesive GTM system. The report highlighted three common practices that high-performing companies are using to drive real outcomes with clearer structure, smarter systems, and practical use of AI:

• Define success in operational terms. Teams must align on specific outcomes, shared metrics, and consistent operating rhythms – not just strategy slides or campaign goals. At CRIF, this translated into a 26% increase in pipeline and a 66% gain in marketing efficiency.
• Embed AI into the flow of work. Leading companies use embedded, role-based AI to guide content usage, improve coaching, and act in real time. According to McKinsey, fewer than 10% of AI pilots reach scale, but structured, agentic workflows are showing significantly higher impact.
• Run enablement as a performance system. Winning teams integrate content, training, coaching, and analytics into a single motion so salespersons and managers can take action with confidence. Surveyed Highspot customers report a 50% average increase in GTM efficiency and a 55% boost in seller confidence.

Wahbe offered the report showcases opportunity to close the AI performance gap.

“Success now depends on having the structural capacity to act, systems that connect insight to execution, and teams empowered to perform,” he said. “You’ve seen the gap. You’ve seen what works.  The next move is yours: how will you turn insight into impact?”

For Highspot ‘s The Go-To-Market Performance Gap Report, click here.