Gone are the days when businesses could chase growth at any cost, a model sustained by the era of near-zero interest rates and seemingly endless pools of venture capital. Today, as I reflect on discussions not just within the tech industry but with sectors as varied as property development, a common theme emerges: the essential, transformative role of AI in responsible business growth. 

At a recent lunch, veteran property developers, far removed from the tech-centric buzz of Silicon Valley, were eager to discuss not the latest building trends, but AI. Their questions were a stark reminder of the widespread curiosity and misunderstanding about what AI really means for business today.

For sales leaders, this isn’t just academic. The rapid increase in interest rates and a volatile economic landscape have shifted investor expectations dramatically from growth at all costs to sustainable, profitable expansion. The old playbook of adding headcount to boost revenue simply isn’t viable anymore. Instead, we need tools that can enhance the productivity and effectiveness of each team member, and that’s where AI comes in.

So how can AI be used in sales?

AI in sales isn’t about replacing the human touch; it’s about augmenting it. Consider how AI can identify the small percentage of your market that is actively engaging with your product at any given time—typically only 3 to 5%. Traditional methods would have your sales team casting a wide net, hoping to catch these few ready buyers. AI changes the game by pinpointing these prospects efficiently, allowing your team to focus on high-quality, meaningful interactions, essentially moving from a ‘more’ to a ‘less and better’ approach.

Not all engines are built the same, and similarly, not all AI is created equal. A diesel engine might be perfect for the Uber that takes you to a restaurant, but it wouldn’t stand a chance in the Monaco Grand Prix. The same goes for AI. Generic AI is great for a wide range of basic tasks, but if you’re competing in today’s high-stakes world of revenue generation, you need a purpose-built AI engine that has been designed from the ground up to outperform in its specialist area.

A purpose-built AI engine, fuelled by precise, high-quality data, is what separates a casual drive from championship-winning performance. With the right data powering it, businesses can navigate today’s economic landscape with speed, precision, and impact, ensuring every decision and customer interaction counts.

For companies serious about leading their fields, bespoke AI tools, designed for specific tasks and powered by the right data, are non-negotiable. Imagine the strategic advantage of replacing generic processes with a system as finely tuned and efficient as a Formula One engine.

For us at 6sense, it’s about leveraging AI to not only predict customer behaviour but also to align our marketing and sales efforts so precisely that each interaction is informed, strategic, and, most importantly, effective. As we navigate this age of responsible growth, embracing AI is not an option—it’s a necessity for survival and success.