United States – Go-to-market (GTM) leaders are increasingly focused on accelerating revenue growth while navigating operational challenges related to technology integration, reporting, and artificial intelligence adoption, according to new data from Seismic.
The report found that 54% of respondents identified speed to revenue as a top business priority this year. Analytics and performance measurement, along with customer retention and account growth, followed closely at 50% each.
According to the study, revenue-generating teams are under pressure to improve performance, retain customers, and drive growth, even as fragmented technology environments create obstacles.
More than half of respondents (56%) cited poor integration with existing tools as a major barrier to maximising the value of their current platforms, while 51% said they struggle to understand the return on investment (ROI) of their revenue enablement technology. Analytics capabilities and measurable ROI emerged as the most important criteria when evaluating new platforms.
The findings suggest that while organisations continue to invest in AI, customer-facing teams remain central to growth strategies. Many sales leaders are being tasked with increasing revenue, improving efficiency through technology, and enhancing customer experiences without significantly expanding headcount.
“Growth is still the mandate for every go-to-market team, even as AI changes how work is executed,” said Rob Tarkoff, Chief Executive Officer, Seismic. “Sales and distribution teams are being asked to move faster, strengthen customer relationships and improve performance without adding unnecessary complexity. The data is clear: Revenue Enablement has become a strategic catalyst for firms looking to align revenue growth, customer experience and AI strategy.”
Among the report’s findings, 48% of respondents said manual and time-consuming reporting processes continue to hinder execution. In addition to difficulties proving ROI, organisations cited poor CRM and tool integration (43%), weak AI quality and control (37%), and a lack of clear revenue impact data (36%) as unmet needs in their current enablement platforms.
The study also found that AI adoption remains relatively early-stage. Only 9% of GTM leaders said AI is fully embedded into core workflows and regularly used in decision-making. By comparison, 41% reported that AI tools are partially adopted for specific tasks but are not yet integrated into core business processes.
Concerns around AI implementation were led by the quality and accuracy of AI-generated outputs, cited by 24% of respondents. Other concerns included measuring ROI (18%), data security and privacy (16%), and integration with existing systems (14%). The report noted that as organisations deploy more agentic AI solutions, revenue enablement teams are expected to play a greater role in governance, ensuring outputs are accurate, approved, integrated, and measurable.
The research also highlighted the growing importance of revenue enablement within organisations. Nearly six in ten respondents (58%) described revenue enablement as “very strategic” and a core driver of go-to-market performance.
According to the report, organisations are increasingly looking beyond the adoption of additional tools or AI capabilities, instead seeking connected systems that help customer-facing teams operate more effectively while providing leaders with clearer visibility into performance.
The findings suggest that enablement is becoming a broader executive priority, with marketing, technology, and business leaders turning to enablement functions to improve sales performance, manage organisational change, and oversee responsible AI adoption.
