LEADERSHIP
The percentage of companies that hit their highest revenue brackets when the sales team takes ownership of Account- Based Marketing
Personalisation through AI Both Jennifer and Carol suggest that AI may be a key tool to improve alignment across sales and marketing funnels.“ The organisations seeing the strongest results are moving beyond isolated AI pilots and embedding AI directly into buying and selling processes at a domain level, such as lead generation through to conversion,” Jennifer says.“ For marketing and sales leaders, that means focusing less on individual AI use cases and more on how AI supports end-to-end workflows.” This can help brands scale hyperpersonalised content – making it easier to tailor messages to individual B2B buyers based on their specific context and their stage in the buying journey. Personalisation, Jennifer says, is a“ major differentiator,” with McKinsey’ s research finding that market leaders are four times more likely to use one-to-one personalisation than their peers. But, to create this highly personalised content, brands need a shared knowledge of who the customer actually is, so both marketing and sales teams understand how best to approach them.
“ Organisations that are embedding AI into buying and selling processes are increasingly able to personalise engagement, support sellers more effectively and scale those capabilities across commercial functions,” says Jennifer.“ Many are starting to see measurable results, which in turn drives greater uptake, confidence and investment. That allows them to scale capabilities faster, while companies that remain in pilot mode risk falling further behind.” In her role, Carol says that AI has helped transform the way sales and marketing functions work together – with the technology allowing marketing teams to offer key, timely insights to sales teams.
58 October 2026