Sales Leader Compass:

The ROI of AI
From Potential To Performance,
How AI Transforms B2B Sales
 Contents 1
Introduction (3)
2
The Sales Activities
Enhanced by AI (4)

3 4
AI’s Top Three The Sales AI
Impact Areas for Investment Surge (9)
Sales (5)

5
Scaling B2B Success
with LinkedIn Sales
Navigator (10)

2 | The ROI of AI
 Section 1 Key Findings

Introduction
Integrating AI into sales research
yields better quality leads, turning
research into a competitive
advantage. 38% of sellers using AI
Two years after AI went mainstream, B2B sales teams face a pivotal moment. The landscape is more to research leads and companies
complex than ever—global economic outlook is mixed, competition is intense, less than half of B2B
sellers fail to hit quota, and 40-60% of B2B deals stall before a decision is made. reporting significant improvement,
saving over 1.5 hours per week.
In today’s challenging sales environment, success requires smart, strategic action. To stay
competitive, sales teams must embrace technology—especially AI—to boost efficiency, uncover new
opportunities, and drive sustainable growth. Sales teams of all sizes now rely on AI, with 56% of sales AI-driven personalized outreach
professionals using it daily. According to LinkedIn Chief Economist Karin Kimbrough, companies
integrating AI are gaining a competitive edge, while Microsoft’s Future of Work report found that helps sales teams create more
“customer service and sales professionals reported the highest productivity improvements.” relevant and impactful messages.
Sellers who have improved
What’s less clear is where and how to best deploy AI technology for maximum impact on your sales
and revenue strategies—should it be in research, data integration, customer outreach, or elsewhere?
response rates by using AI see an
average lift of 28%.
To answer this, we analyzed LinkedIn data alongside a global survey of 1,250 sales professionals
conducted by Ipsos. The findings reveal where AI delivers the greatest ROI—from freeing up time for
meaningful client interactions to shortening sales cycles and improving outreach response rates. AI’s AI-powered CRM integrations
impact is already evident—particularly in driving efficiency.
streamline workflows, reduce
The enthusiasm for AI is undeniable. A full 74% of salespeople agree that AI represents the future of administrative tasks, and simplify
B2B sales, while 73% believe teams that don’t embrace AI will fall behind. In today’s high-pressure meeting scheduling. This leads to
market, leveraging AI isn’t just a time saver—it’s a business imperative. Read on to explore how AI is more efficient sales cycles, with
transforming sales and delivering real results in an unpredictable economy.
69% of sellers reporting an average
reduction of one week in their sales
cycle thanks to AI, and 68% saying
In 2025, I expect these early adopters will be AI helps them close more deals.
looking to demonstrate tangible gains from their AI
Karin Kimbrough
investments. At the same time, those companies who Chief Economist, Consistent AI usgae helps drive
haven’t yet launched an integrated AI approach will LinkedIn
better sales performance, as sellers
get started targeting AI investments to enable growth
who exceed their quota are 2.5x
and productivity as a way to remain competitive.”
more likely to use AI daily.

3 | The ROI of AI
 Section 2

The Sales Activities Enhanced by AI

The rise in AI usage is a reflection of sales organizations responding to the permanent As AI adoption grows, its applications now extend far beyond time-saving efficiencies,
shift in the way we do business, and most sales professionals (73%) believe that they impacting key sales areas like lead generation, sales cycle management, account
will be left behind if they do not adopt an AI strategy. The research revealed that management, and reporting. AI has become central to modern sales strategy. Sales
88% of sales professionals have integrated AI into their weekly workflows, with professionals are using AI to automate tasks and uncover insights, transforming
56% relying on it daily. This widespread adoption demonstrates how essential AI is operations and enabling teams to focus on building relationships and closing deals.
becoming for modern sales strategies.

Helpin
M (35%) g
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Up blem rs solve
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-sa l e
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The Top Tasks Sellers Use AI For:

gs (2
Iden
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Among those using AI for sales tasks, each section

6%)
stom

tifyin
represents the net percentage of sellers who use AI

For

er re
eca
for any task in that category. Each individual data

g buy

Negotia
& closin
point shows the percentage of sellers who use AI for

sting

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ers (23%)
that specific task.

ting contracts
g deals (17%)
(28%)

n (28%)
4 | The ROI of AI
 Section 3 1. Researching leads and companies

The ROI of AI More sales executives are feeling ‘future ready’ than ever according to our research, however
38% of sellers say that “addressing the changing dynamics of B2B buying teams” is a challenge,
as they now involve more decision-makers and increasingly complex buying journeys.

PRO B LEM
Improved
Improved Sales
Sales Activity
Activity Outcomes
Outcomes with AI Identifying the right companies to target—and the key stakeholders within them—remains one
of the biggest challenges in sales. Without accurate, up-to-date insights, sellers risk wasting time
with AI impact of AI is clear, with 88% of sales executives
The overall on the wrong prospects and missing key opportunities.
reporting that AI has had a “significant or moderate impact”
The overall
on the ROI of impact of AI processes.
their sales is clear, withAnd88% it isofclear that time Building pipeline and ultimately closing more deals begins with sales research, the more efficient
sales executives reporting that
saving is the most common benefit experiencedAI has had a across all and accurate, the better. This was one of the areas that AI had the greatest impact, but how was
“significant or moderate impact” on the ROI
sales activities, with 84% of sellers saying AI saves them at it achieved?
of their
least 30sales
minsprocesses.
doing routineAndsales
it is clear
tasks.that time
saving is the most common benefit experienced
across all sales activities, 84% ofthesellers AI-powered sales tools eliminate the inefficiencies of manual research by automating lead
While efficiency in sales iswith
valuable, ultimate goal is
saying AI saves them at least 30 mins doing identification, analyzing vast data sources, and delivering real-time insights. As buying teams
revenue growth, and 65% of sellers believe by using AI they
routine grow more complex, mapping decision-makers and understanding their roles is critical—
are moresaleslikelytasks.
to exceed their sales quotas. Let’s examine
AI makes this faster (45%), more accurate (44%), and delivers more relevant insights (34%).

A I SO LU T IO N
more closely how AI is improving outcomes across the
While
variousefficiency
activitiesinsales
salesprofessionals
is valuable, theuseultimate
it for:
goal is revenue growth, and 65% of sellers believe By detecting new opportunities like job changes, and analyzing intent signals, AI ensures sellers
by using AI they are more likely to exceed their can find the right leads and companies to target. This not only accelerates prospecting but
sales quotas. also turns research into a competitive advantage, helping teams act on opportunities before
competitors.
To understand where AI is having the greatest
impact, we examined the 15 sales funnel activities Ultimately, AI doesn’t just accelerate research—it transforms it into a strategic advantage,
being enhanced by AI, and found that the below empowering sellers to engage the right buyers with confidence and efficiency.
three were delivering outsized benefits for sales
organisations. Let’s dive into the B2B sales
RO I O F AI

By integrating AI into sales research, sellers can accelerate prospecting and improve pipeline
challenges AI is solving, the solutions it provides, quality. With 38% of sellers reporting significant improvement in researching leads and
and the outcomes it delivers. companies and saving 1.5 hours per week, AI is proving to be a game-changer in sourcing
higher-quality leads and driving more successful deals.

“It used to be that one or two people could make a decision and you could get an opportunity closed out fairly
quickly. Now you’ve got committees who are the four to five individuals that I’m going to need to connect with in Shane Evans
order to actually get a deal done. Where I find a lot of value in Sales Navigator is I can actually go in and figure Chief Revenue Officer, Gong
out if I know this individual or do I know any other folks that can help me connect with this individual?”

5 | The ROI of AI
2. Crafting personalized and targeted outreach

“With generative AI we have the ability to send

In today’s crowded market, buyers are bombarded with
generic sales outreach that often lacks relevance or compelling messages out when it comes to
PRO B LEM

timeliness, and traditional cold outreach is ineffective. targeted prospecting. By improving our ability
to communicate more effectively using this Arben Morina
Modern buyers will only respond to the most personalized,
technology, we can reduce our sales cycle VP Global Revenue
compelling messages that offer meaningful value. Crafting Operations, Cision
such messages at scale remains a significant challenge for time. And by reducing the length of time spent
sales teams.
on a sales cycle, we can have a competitive
advantage”

The solution lies in crafting truly personalised and relevant

outreach communications, a process that takes time,
accurate data, and creativity—things that the right AI
technology can support.
A I SO LU T IO N

The research showed that AI helps sales teams cut through

the noise by enabling faster (47%), more creative (46%),
and highly accurate (36%) personalized messaging. By
analyzing vast amounts of data, AI ensures that outreach
is relevant, reduces human error (32%), and helps sellers
tailor their communication to each prospect’s unique needs.

Choosing the right AI technology and employing it in the

right way enables your teams to maintain their credibility,
and is critical to ensuring that automation enhances, rather
than dilutes, customer engagement.
RO I O F A I

By integrating AI into personalized outreach, sales teams

create more relevant and impactful messages. Sellers who
have improved response rates by using AI see an average
lift of 28%.

6 | The ROI of AI
 3. Enhancing Sales Cycle Efficiency & CRM Integration

PRO B LEM
According to LinkedIn data, the average B2B sales cycle takes 3 months, requiring careful
tracking of stakeholders, interactions, and deal progress. Yet, sellers spend six hours every week
updating CRM systems—time that could be better spent engaging buyers. Inaccurate or
outdated records lead to missed opportunities, inefficient workflows, and lost revenue.

AI-driven CRM automation eliminates the need for manual data entry, reducing human error
(46%), improving accuracy (45%), and accelerating updates (46%). By seamlessly
integrating with sales technologies, AI helps ensure sellers have real-time, reliable data to

A I SO LU T IO N
identify leads, track engagement, and personalize outreach—ultimately enhancing productivity
and efficiency.

Beyond automation, AI-powered CRM tools help to actively enrich records by pulling in up-to-
date data from multiple sources, flagging inconsistencies, and surfacing actionable insights.
Sellers no longer need to waste time manually logging activities or searching for missing
information. Instead, their CRM can provide a single source of truth, empowering them to
prioritize the right accounts and drive meaningful buyer interactions.
RO I O F AI

AI-powered CRM integrations help sales teams streamline workflows, reduce administrative
tasks, and simplify meeting scheduling. This leads to more efficient sales cycles, with 69% of
sellers reporting an average reduction of one week in their sales cycle.

“LinkedIn Sales Navigator offers the highest Sven Mehnert

quality data I can get. It’s the perfect addition Team Manager Corporate
Campaigns & Social Media,
to my CRM system.” COSMO CONSULT

7 | The ROI of AI
Top Performing Sellers Win with AI Sales professionals individual quota attainment
One of the most striking findings from the research is the clear
correlation between AI usage and achieving sales targets. The
data showed that sellers who exceed their sales target are
2.5x more likely to use AI daily than those falling short of their
quota. Frequency of Exceeded Met Fell Short
However, when sellers use AI less frequently, they become
AI Use* Target Target of Target
more likely to fall short of their quota. This indicates that,
to fully capitalize on AI’s benefits, sales professionals must
integrate it into their daily activities. Using AI only occasionally Use Al daily 68% 53% 25%
or limiting it to a single part of the sales process is unlikely
to significantly improve quota performance—consistent
application throughout the entire sales process is essential to
drive maximum impact.
Use Al weekly 20% 36% 51%

Overall, we clearly see that AI usage is directly contributing

to increased revenue for sales organizations, with 68% of Use Al monthly 9% 9% 19%
businesses investing in AI reporting it has helped them close
more deals. Consistent, daily use of AI in sales processes is
proving to significantly boost performance, leading to higher
sales and more efficient operations. *Daily AI usage means once or several times per day, Weekly means at least once to several times per week,
and means at least once a month or less frequently.

“Account IQ has revolutionised our marketing

operations. What took 30 minutes now takes under Vinod Kumar
two minutes, instantly revealing how a company Nagarajan
Senior Director of Revenue
makes money and identifying ideal outreach targets.
Operations, Amagi
It’s a powerful tool that boosts speed, productivity, Corporation
and efficiency across sales and marketing.”

8 | The ROI of AI
 Section 4

The Sales AI Investment Surge

With AI now being used in so many aspects of the sales process, it’s easy to understand why business leaders in all role types are increasing
their AI investments this year, and shortening their implementation roadmaps where possible. 98% of sales executives plan to invest
in AI this year, with top priorities including sales intelligence, sales enablement, and AI-powered CRM tools. These investments aim to “It’s too early to know
streamline workflows, uncover new opportunities, and enhance customer engagement, providing sales teams with the competitive edge what your AI strategy
they need in an evolving market.
is. I think the question
LinkedIn Learning data corroborates this trend. As interest in Generative AI surged globally in the last two years, so did time spent by sellers you ask yourself is
developing related skills. The amount of time sales execs spent watching AI courses on LinkedIn have seen a twelve-fold increase. “What is my AI win?”.
However, the path to successful AI adoption requires more than just interest and investment—it demands a clear strategy. Our research What’s the one thing
identified the top three facilitators and barriers to AI adoption: that I can do with
my team right now
that’s going to create
Top 3 facilitators of AI implementation: Top 3 barriers to AI implementation:
value over the next
six months? Because
1 2 3 1 2 3
the world is changing
so quickly, it’s one of
these moments to
Having a well- Access to Strong Data privacy Uncertainty Resistance start small, to go big
defined strategy high-quality leadership and security around ROI to change over time.”
and roadmap data support concerns

For forward-thinking organizations, the opportunity is clear: by Dan Shapero

addressing barriers and building robust AI strategies, sales leaders COO, LinkedIn
can unlock unprecedented ROI and position their teams for long-
term success. With this increase in AI investments underway, it’s
unsurprising that the percentage of sales executives saying they
are highly confident in being ‘future ready’ has increased from
28% in October to 39% in January.

9 | The ROI of AI
 Section 5

Scaling B2B 1. Finding the Right People

Success with
The average sales cycle now involves over 11 decision-makers, yet most sellers are
Improved Sales Activity Outcomes with AI connected to only 1-2 buyers. This gap results from inefficient prospecting and time
constraints, preventing sellers from reaching key influencers like procurement or legal, who
The overall impact of AI is clear, with 88% of sales executives

LinkedIn Sales
hold significant decision-making power. LinkedIn Sales Navigator leverages AI to help
reporting that AI has had a “significant or moderate impact” sellers identify the right prospects, enabling them to connect with multiple decision-makers,
on the ROI of their sales processes. And it is clear that time and increase conversions. Sellers researching prospects using Sales Navigator
saving is the most common benefit experienced across all Account IQ see a 17% higher connection rate.

Navigator
sales activities, with 84% of sellers saying AI saves them at
least 30 mins doing routine sales tasks.

While efficiency in sales is valuable, the ultimate goal is

revenue growth, and 65% of sellers believe by using AI they
In today’s
are competitive
more likely to exceed B2B landscape,
their salesLet’s
sales quotas. leaders
examine
are
more under pressure
closely how AItoisboost productivity
improving outcomesandacross
drive the
various activities
revenue sales professionals
growth. While use it for:
AI is revolutionizing sales, 2. Engaging Effectively
success ultimately depends on the quality of the data
that powers it. LinkedIn Sales Navigator stands apart Once the right prospects are identified, the next challenge is crafting personalized
by combining cutting-edge AI with the world’s largest outreach. Sales Navigator provides insights available nowhere else that help sellers tailor
professional network—offering sellers exclusive, first- their messaging for better engagement. Sellers who use Account IQ to reach out to
party insights. prospective customers see a 46% higher InMail acceptance rate.

With access to a billion-member-strong network,

Sales Navigator gives sellers unparalleled visibility into
decision-makers, real-time professional updates, and
relationship intelligence that transforms prospecting,
engagement, and deal acceleration.
3. Elevating Customer Conversations
Top sellers invest time understanding their prospects, Sales Navigator quickly provides
LinkedIn data shows that sellers who
a deep understanding of leads and accounts to enable sellers to show up well in every
complete top AI courses on LinkedIn see a
conversation — shifting prep time from several hours to several seconds. As a result, Sales

+10% Increase
Navigator users close 31% more deals, and generate 45% more revenue*

in connections within just three months

*When a user takes 5 or more actions in Sales Navigator
10 | The ROI of AI **Statistics on this page derive from LinkedIn Insights Data, 2025
Discover how LinkedIn turns AI from potential
into performance for sales. Discover Sales Navigator’s AI-powered features
#1
LinkedIn Sales Navigator offers a comprehensive, data-driven solution Learn More
to improve every stage of the sales process. By helping sellers find the
right people, engage effectively, and elevate customer conversations.
Equipped with AI-powered Sales Navigator, your team can have the
right conversations with people who matter at scale.

Explore the ROI of LinkedIn Sales Navigator

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“If you think about the research that we used to do before a client
conversation - what are the business challenges? How do they make
Tim Wadsworth
their money? Who are the key stakeholders or buying influencers? All Global Sales Effectiveness
of that is now plugged into Account IQ, and integrated in Salesforce. Lead, London Stock
Exchange Group
So our salespeople don’t need to leave the CRM that they live in to
find that information.”

11 | The ROI of AI
 Section 6

Methodology
Primary quantitative research was conducted by Ipsos
via a 20 minute online device agnostic survey in the
United States, The United Kingdom, Germany, Australia,
India, and Singapore. Ipsos recruited a sample of 1,250
sales professionals utilizing a mix of expert network and
B2B panel samples. Survey development drew from
Ipsos and LinkedIn expertise as well as findings from
other Ipsos and LinkedIn data. The data is based on
respondents from the survey and may or may not be
representative of all sales professionals.

The sample was distributed across countries as follows:

United States (n = 450)

The United Kingdom (n = 200)

Qualifying Criteria
Germany (n = 150) • B2B revenue generating professionals who are customer facing

• Mid-Market (200-999 employees) or Enterprise (1000+ employees) organizations

Australia (n = 150)
Respondent Profile
India (n = 150) • Role: Executives (n=791), Non-Excutives (n=459) (Job titles for each group are listed in the ‘Terminology Key’)

• Industries: Tech (n=247), Finance (n=312), Manufacturing (n=237), Professional Services (n=170) and Other (n=284)

Singapore (n = 150) • Org Size: Mid-Market (n=582), Enterprise (n=668)

Terminology Key:
Executives: President or C-Suite Executive, Owner, Partner/General Manager, Senior Vice President (SVP), Vice President
(VP), Senior Director, and Director

Non-Executives: Senior Manager, Manager and Analyst/Associate

Salespeople/sellers/sales professionals: All salespeople executives and non-executives

12 | The ROI of AI