Member Thought Leadership
AI is reshaping B2B sales, but many revenue teams are still early in adoption because limited capacity, weak data foundations, and uneven implementation discipline are slowing progress. The article argues that this makes the CRO role much broader than traditional sales leadership, expanding it into stewardship of the full commercial model, including workflow redesign, talent shifts, customer engagement, and go-to-market strategy. It also emphasizes that boards and CEOs should judge CROs not by isolated AI efficiencies, but by whether they can use AI to rethink how revenue is created and help the organization learn and adapt faster than competitors. The broader message is that AI in sales is now an operating model and leadership challenge, not just a tools question.
