Artificial Intelligence is reshaping industries, but for tech scaleups, the question isn’t whether to adopt AI — it’s how to use it effectively. In the latest 2-minute episode of Wisdom From Wizards, brought to you by Caribou Strategic, I sat down with Seth Marrs at Forrester to explore AI’s real impact on sales teams today.

The AI Dilemma: Incremental Gains vs. Big Promises

Seth highlights a common challenge facing companies evaluating AI: the disconnect between what’s being sold and what’s actually happening on the ground.

• On one side, businesses see AI delivering incremental efficiencies — automating note-taking, generating call summaries, and helping sales teams find content faster.
• On the other, vendors are pitching AI as a revolutionary force that will replace entire sales roles and redefine how companies operate.

This gap between perception and reality creates confusion, making it difficult for scaleups to determine where AI fits into their go-to-market strategy.

Why Scaleups Need to Get Started Now

Despite the noise, AI is already driving tangible improvements. Seth shared a compelling data point: In Forrester’s research, AI-driven efficiencies — like reducing the time spent finding sales content — have led to a one-hour-per-week reduction per seller from 2023 to 2024.

For a team of 40 sales reps, that translates to reclaiming enough time to effectively add another full-time seller without increasing headcount. Imagine the compounding effect of these gains as AI evolves.

A Practical Approach to AI Adoption

For tech scaleups looking to leverage AI effectively, Seth’s advice is clear:

1️⃣ Start Small, Scale Fast — Identify areas where AI can immediately improve efficiency (e.g., CRM automation, content search, meeting summaries).
2️⃣ Measure Impact — Track time savings and productivity boosts to ensure AI investments are delivering real value.
3️⃣ Evolve with AI — As the technology matures, build on early wins and expand AI’s role in your sales and marketing operations.

The key takeaway? AI won’t transform your sales team overnight, but smart adoption today will position you to maximize its future potential.

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