Last week, we hosted an incredible dinner where sales leaders came together to tackle one of the biggest questions facing our industry: how is AI really changing the game? What we discovered was far more nuanced than the usual “AI will replace everything” headlines you see everywhere. 

Here’s what came up when we got past the introductions and into the real conversations. 

The Great Divide: Office vs Field Sales 

One of the most eye-opening discussions centred around something we don’t talk about enough – the massive gap between office-based and field-based sales teams. While office teams are living it up with sophisticated tools like Gong for call recording and analysis, plus AI-powered pipeline projections, field sales teams are still largely flying blind. 

Think about it: try recording a sales call in a hospital corridor or during a quick chat with a retailer. It’s not happening. This means field sales teams are missing out on the data revolution that’s transforming their office-based colleagues’ work. They’re stuck with basic CRM tools while their counterparts have access to AI insights that can predict deal outcomes and suggest next steps. 

This isn’t just about having cool tech – it’s about fundamentally different approaches to sales in 2025. 

AI in Recruitment: Friend or Foe? 

The recruitment conversation got particularly interesting. We’re now in this weird arms race where candidates are using AI to polish their CVs and create presentations, while employers are using AI to screen them out. It’s like everyone’s playing the same game with different rule books. 

One story that really stuck with us involved a candidate whose AI-generated presentation was spotted during an interview. Instead of impressing anyone, it actually damaged their credibility. This raises a crucial question: when both sides are using AI, how do we maintain trust in the process? 

The consensus? Keep humans firmly in the loop. Hiring isn’t just about ticking boxes for experience and skills – it’s about personality, cultural fit, and those intangible qualities that make someone right for your team. AI might help with the initial screening, but it can’t replace that gut feeling you get when you meet someone who just gets it. 

The Data Quality Reality Check 

Here’s where things got brutally honest. Everyone’s excited about AI insights, but as one participant put it, we’re often “building on sand.” Without clean, up-to-date data, even the smartest AI system can give you expensive nonsense. 

The problem? Many CRM systems are messy. Half the data is outdated, contact details are wrong, and deal stages haven’t been updated since 2019. If we’re serious about AI helping us sell better, we need to get serious about data hygiene first. It’s not sexy, but it’s essential. 

The Innovation Paradox 

AI has a backwards-looking problem. It excels at analysing what worked last time, but sales is increasingly about adapting to what’s coming next. This creates a fascinating tension between AI’s pattern-recognition strengths and the need to innovate and pivot quickly in changing markets. 

Several leaders shared examples of AI recommendations that made perfect sense based on historical data but completely missed emerging trends or new market dynamics. It’s a reminder that while AI can inform our decisions, it shouldn’t be making them for us. 

What Modern Salespeople Actually Do 

Gone are the days when salespeople could just ask qualifying questions and push for a close. The modern salesperson needs to add real value – sharing market insights, competitive intelligence, and helping customers navigate increasingly complex offerings. 

This is where face-to-face selling still shines. Those informal conversations, the unexpected meetings, the ability to read body language and adapt on the fly – these human elements create opportunities that no structured call or email sequence can replicate. 

Looking Forward 

The evening wrapped up with discussions about using AI for customer segmentation and targeting. While it’s great for analysing existing customers and finding growth opportunities, new business development still requires that human touch – especially when you’re entering uncharted territory. 

What’s Next? 

These conversations reminded us that AI isn’t a magic wand – it’s a tool that amplifies what we’re already doing. The companies that succeed will be those that combine AI capabilities with human judgment, clean data practices, and a clear understanding of where technology helps versus where it hinders. 

 

Want to join the conversation? Our next dinner is already in the planning stages. Because the best insights happen when we get away from our screens and actually talk to each other.