AI is everywhere right now. Every product launch, every SaaS update, every pitch deck seems to include it. But here’s the reality: customers don’t care that your solution has AI built in.

That might sound brutal, but it’s true. AI is already no longer the shiny differentiator it once was. For many buyers, it’s assumed. If your competitors are already using it, then the question isn’t “does your product have AI?” but “what does it actually do for me?”

And if you’re working with a business solution that doesn’t leverage AI in some way, then buyers will increasingly ask why not? It’s becoming one of the biggest questions in the room.

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.

You have a product that works. You are generating leads. The market opportunity is there. Yet revenue is falling short. Deals are stalling, targets are missed, and there is a growing sense of frustration across the business.

Before you start changing personnel or questioning motivation, pause. In most cases, underperformance in sales is a symptom, not the root cause. This is where the real work starts: diagnosing the issue properly, and rebuilding with clarity and consistency.

Here is how to do just that.

The AI revolution is no longer on the horizon. It is already here, and it is evolving rapidly. By looking at the progression of AI from 2005 to 2025 and projecting forward to 2030 and 2040, we gain valuable perspective. Here are some critical questions and answers to help sales and marketing leaders evaluate their current position and plan for what is coming.

At first glance, Outreach and Salesloft do very similar things. And that is because they do. Both tools are built to help sales teams manage multistep prospecting workflows, track activity, and measure what is working. Outreach calls it a sequence, while Salesloft prefers cadence, but ultimately they are both talking about the same thing, structured repeatable outreach across email, phone, LinkedIn and other channels.

So if the differences are minor, what actually matters when choosing or using a platform like this?

The rise of the fractional model is no accident. More and more companies are turning to experienced professionals on a part-time or project basis to fill senior roles without taking on the cost or commitment of a full-time hire. Not forever, just long enough to get things under control and moving in the right direction.

When I speak with businesses, there is usually a familiar theme. Either the CRM has become far too complicated over time, or no one really knows what to add to the tech stack to make it more effective. There is a desire to improve things, but not always a clear plan.

Sales isn’t about trickery, pressure, or trying to outwit your prospect like Del Boy! It’s about relationships, the kind that are built on trust, mutual understanding, and an ability to have honest conversations. If you’re selling high-ticket solutions, especially in complex B2B deals, trust isn’t just a nice bonus, it’s the foundation.