AI is Transforming Sales: How CROs Must Adapt
At the SaaStr + AI Summit 2025, Jason Lemkin and Kyle Norton, CRO of Owner, discussed the impact of AI on sales today and its future trajectory.
The key takeaway? AI is not coming; it's here. CROs must adapt or risk being left behind.
Four Key Learnings for Revenue Leaders
- AI Curiosity is Crucial: Lack of interest in AI is now a liability. Team members must actively engage with AI tools.
- The 50/50 Team is Approaching: CROs should prepare to manage teams comprised of 50% AI agents and 50% humans by year-end.
- AI Amplifies Performance Gaps: Top performers will benefit significantly from AI, while average performers may struggle.
- Increased Revenue-Generating Time: AI can boost revenue-generating activity time for reps to 70-80%, up from the typical 20-30%.
The Impact of AI on Sales Teams
Companies like Bamboo HR and Scale AI are leveraging AI to automate sales operations. Others are seeing 3-4x productivity increases per rep through intelligent automation. The gap between adopters and laggards is widening rapidly.
At Owner, AI has been instrumental in increasing revenue-generating activity time by 25-30% through automating CRM updates, note-taking, and pipeline management.
The Changing CRO Hiring Landscape
Evaluating candidates' AI proficiency is now essential. Focus on their practical experience with AI tools, implementation strategies, and genuine curiosity about AI applications.
Maximizing Revenue-Generating Time with AI
AI can help reps dedicate 70-80% of their time to revenue-generating activities. However, poor AI implementation can negatively impact customer experience. Thoughtful orchestration of the customer journey is key.
The Rise of Management Intelligence
Leading revenue teams are using AI-powered systems to gain rep-level insights and proactive alerts. This enables more effective coaching and deal management.
Specialization and the Role of AI
AI is driving specialization in human roles. Humans will focus on high-value tasks like demos, onboarding, and relationship building, while AI handles tasks like qualification, data enrichment, and basic customer support.
The Performance Distribution Effect
AI will widen the performance gap between top and average sellers. CROs must develop talent strategies to address this challenge.
Lessons from Contact Centers
The transformation of contact centers through AI offers a glimpse into the future of sales. Companies are already seeing significant efficiency gains through AI-driven support.
Managing Hybrid Sales Teams
CROs will need to develop new management skills to effectively lead teams of AI agents and humans. This includes systems thinking, continuous improvement processes, and quality assurance frameworks.
The Emergence of Digital Sales Engineers
AI-powered digital sales engineers will soon become standard in B2B sales, providing real-time support and product knowledge during customer interactions.
The Importance of Active AI Management
A hands-off approach to AI implementation will not succeed. CROs must be actively involved in refining and optimizing AI systems.
The Evolving Role of the CRO
The CRO role is shifting from people management to systems architect. Successful CROs will combine traditional sales leadership skills with systems thinking and AI expertise.
The Competitive Advantage of AI
Companies that embrace AI early and commit to continuous improvement can gain a significant competitive edge.
The Bottom Line
CROs must adapt to the AI-driven sales landscape or risk being replaced. The future of sales is AI-native, and the time to act is now.
