Everyone is talking about AI right now. It’s on every product page, all over sales decks, and regularly thrown into boardroom conversations. “We need to bring AI into the business” is becoming a common theme. But let’s be honest. What does that actually mean?

This piece is for those who want to understand the difference between real AI and marketing spin, how that affects the tools you’re already using, and what your responsibilities are when it comes to data privacy and regulation, especially with the EU AI Act now in place.

When it comes to choosing the right CRM platform to support your B2B sales and marketing efforts, two tools consistently stand out from the crowd: HubSpot and Salesforce (SFDC).

This is not a comparison designed to criticise either tool. It is about highlighting the strengths and benefits of each platform from a B2B commercial perspective, focusing on how they support sales, marketing, and the wider revenue function.