Sales AI 101: Five Plays Every B2B Sales Team Should Already Be Running

If your sales team hasn’t started using AI, now is the time to move. 

AI is already delivering measurable results for traditional B2B teams. They are progressing leads more quickly through the funnel, gaining clearer insights, and following up with greater consistency. None of this requires a big tech budget. It just requires action. 

This article outlines five essential plays that any small or mid-sized B2B team can implement right away. These are the fundamentals modern sales teams rely on to stay sharp and build predictable revenue. 

1. Lead Profiling with AI: Understand Before You Pitch 

Strong sales conversations start with preparation. 

If your team goes into calls without a basic understanding of who they’re speaking with or how that person makes decisions, they are already behind. 

Tools like Humantic AI make it easier to prepare. By analyzing a LinkedIn profile, you can quickly learn how a buyer prefers to communicate, what they value, and how they typically make choices. This allows your team to adjust their approach to communicate with a buyer how they would prefer to be communicated to. 

At Roadmap, we use this before every discovery call. It helps us speak the buyer’s language and focus on what matters most to them. 

If you’re exploring AI for lead profiling, this is one of the easiest AI tools for small business sales teams to start using. Whether you have a team of two or twenty, it gives your reps a clear advantage. 

That said, if you want to try this concept out without another tool, copy a prospect’s LinkedIn profile and ask ChatGPT what challenges someone in that role and industry might be facing. It is a simple way to walk into your next conversation more prepared than most. 

2. AI Call Recaps: Capture What Matters Most 

If your reps are still taking notes by hand after every meeting, and then spending time writing call recaps, they are losing time and missing key details. 

AI-powered note-taking tools help by recording calls, transcribing the conversation, and summarizing the most important moments. They highlight insights like questions asked, objections raised, tone shifts, next steps, and moments of agreement. These summaries can be saved directly into your CRM, giving your team a consistent view of what was discussed and what needs to happen next. 

Popular tools in this space include Sybill, Fathom and Otter.ai. Some, like Zoom AI Companion, are built right into your video platform, making it even easier to use without switching tools. 

At Roadmap, using AI recaps has saved us hours of admin time each week. Just as important, it helps our team move deals forward faster. Follow-ups are more specific, action items are clearer, and no one is left guessing what happened in the meeting. 

Strong sellers focus on the conversation with the buyer while the AI captures the details. This allows your team to stay present, listen more closely, and act more strategically. 

3. AI-Powered Proposal Creation: Move Fast, Stay Strategic 

You had a great discovery call. The buyer is engaged. Now your team takes four days to send a proposal. That’s a missed opportunity. 

Our team now builds proposals using AI. After the call, we combine: 

• Sybill meeting recap 
• CRM insights 
• Humantic profile 
• Pre-built ChatGPT prompt 

The output? A complete first draft of a proposal that speaks in the buyer’s tone, aligns to their pain points, and reflects what matters most. Reps personalize and validate from there. 

This has cut our proposal time by more than half. Even better, it makes our messaging more consistent and strategic. We’ve stopped starting from scratch and started building from an AI generated baseline. 

 4. AI Email Scripting: Eliminate the Blank Screen 

Cold emails. Follow-ups. Proposal send-offs. If your reps are still staring at blank documents trying to find the right words, they’re burning time they can’t afford to lose. 

With the right prompts and a trained model, AI can generate highly usable drafts for emails, LinkedIn DMs, and nurture sequences. You provide the persona, tone, offer, and call to action. The AI gives you a draft that gets you moving. 

This helps teams act quickly and keeps the conversation going with prospects. AI content creation we feel still need a human touch for personalization but it enables better first drafts, faster response times, and more relevant messaging. 

 5. Deal Analysis with AI in your CRM: Turn Data into Direction 

Your CRM should do more than store notes and track stages. With AI-enabled CRMs like HubSpot, you can now analyze: 

• Win and loss patterns 
• Buyer engagement behavior 
• Deal velocity 
• Email sentiment 
• Risk signals in real time 

We use this data to flag which deals need attention and which ones are gaining traction. When a buyer views the pricing page twice or stops opening emails, we know. When tone changes in meetings, we’re informed. 

This gives our sales team the ability to prioritize smarter, adjust faster, and prevent deals from going cold. Sales engines are driven by data and now being equipped with timely signals. 

What You Need to Run These Plays 

You don’t need a massive tech stack to implement these five plays. Most small and mid-sized teams can start with: 

• A Smart CRM like HubSpot 
• AI note taker (Sybill, Fathom, or similar) 
• Video call platform 
• Access to an LLM (Large Language Model) like ChatGPT or Gemini 

Each of these plays builds on what your team already does. You’re not reinventing your sales process. You’re making it faster, clearer, and more aligned with how today’s buyers expect to be engaged. 

What to Do Now 

Start small. Pick one play and roll it out this week. 

• Start profiling prospects before calls 
• Add a call recap tool 
• Use AI to draft your next cold email 
• Build your next proposal draft using a template and prompt combo 
• Analyze your open deals using your CRM’s AI features 

Momentum creates confidence. Confidence creates results. 

If this feels overwhelming, you don’t have to do it alone. 

Ready to Build an AI-Enabled Sales Process? 

The five plays in this post come straight from the Driving Growth podcast, where I outline how traditional B2B teams can build systems for scalable, predictable revenue. If you found this helpful, make sure to subscribe and catch the full episode: Sales AI 101. 

These tools are not for tomorrow. They are for right now. 

Small steps lead to big gains when you build them into a system. That’s what the Revenue Factory is all about. It’s not about working harder. It’s about working smarter with tools that help you move faster, sell better, and stay ahead. 

Start with one play. Implement it this week. Then keep going. 

If you want help, we’re ready. 

Let’s build your system. 

Let’s build something that scales.