As enterprises navigate the AI revolution, leaders are grappling with how best to harness the technology. AI has AI’s promise into measurable revenue outcomes requires more than technology — it demands a deep understanding of the revenue process, grounded in high quality data describing that process.
Against this backdrop, researchers at Clari Labs identify revenue risks, uncover trends, and recommend next-best actions across the entire revenue process, not just within isolated sales conversations.
The behavior of top sellers
The fastest-growing enterprises are using AI to rewrite the rules of sales execution to prioritize deals, predict buyer intent, and automate workflows. The companies winning more revenue aren’t just selling differently — they’re running revenue across the entire customer lifecycle differently.
One stark finding from Clari Labs’ research is that just 10% of sellers now generate 65% of all revenue, while the bottom 50% contribute less than 8% — a divide that exposes fundamental inefficiencies in how revenue teams operate today. Furthermore, the top 2% of sellers alone drive 37% of total revenue. Revenue teams are over-reliant on a handful of rainmakers instead of operationalizing what makes them successful. How can large enterprise revenue teams scale top-performer strategies across the entire team?
The key to scaling success
Top sales reps are no longer relying on charisma to close deals; the modern landscape has required them to use data to refine their craft. With detailed customer insights, predictive lead scoring, and real-time engagement metrics, top performing sellers are identifying the most promising opportunities, tailoring their messaging with precision, and closing deals faster.
For seller execution, AI should enhance seller efficiency and buyer engagement by automating routine tasks, analyzing deal momentum, and surfacing high-priority opportunities. AI-driven insights help sales teams personalize outreach and swiftly respond to shifting buyer behaviors, allowing them to close deals faster and more effectively.
Integrating AI into every workflow
The growing sophistication of predictive, generative, and agentic AI demands that sellers be data-driven strategists, capable of using technology to uncover deeper customer insights, anticipate needs before they arise, and deliver personalized solutions at scale. Sales professionals must not only understand these tools but also to seamlessly integrate them into their workflows, using data to guide every decision from prospecting to closing.
The traditional CRM model is a system of record; and the fastest-growing companies are moving beyond static sales tools and embracing full-funnel Revenue Orchestration to drive repeatability, orchestrate revenue cadences, unify forecasting, deal execution, and pipeline management.
With AI handling many of the more repetitive and analytical tasks, sales reps are increasingly valued for their ability to engage customers on a deeper, more empathetic level. They must develop stronger interpersonal skills to build trust and authenticity. This shift calls for sellers who can combine technological proficiency with emotional intelligence—those who can harness AI to make more informed decisions while fostering genuine relationships with clients.
The Clari Revenue Orchestration Platform connects every internal and external workflow that drives revenue across your enterprise. Sales, RevOps, Marketing, Customer Success, Finance, and leadership teams align on a single platform to create, convert, close, and retain revenue. Guided by Revenue Cadences — structured workflows powered by AI — Clari ensures every revenue-critical employee takes the right action at the right time with the right insights, every week of the quarter.
Additional Resources
- Download the 2025 Enterprise Benchmarking Report by Clari Labs.
- Secure your spot in Clari's upcoming webinar on March 20, 2025 at 8am PT / 11am ET. “The State of Revenue AI: Separating Hype from Tangible Innovation,” will explore why early AI promises fell short, what tangible benefits exist now, and how you should be thinking about your AI-powered revenue cadence.
- Read about Clari’s latest AI Innovations for the entire revenue team.