April 2026 Round-Up: AI Is Scaling Sales Activity. It’s Also Making It Easier to Ignore.
AI is quickly becoming embedded in how sales teams operate, and it is making execution faster across the board. Calls can be audited in seconds, follow-ups can be refined instantly, and teams can move with a level of speed that wasn’t possible before.
At the same time, the volume of communication in the market has increased significantly, and the response to that communication is declining. Messages look polished, they follow best practices, and they are being sent in higher numbers, but they are easier to ignore — because we know a human didn't write them.
What’s driving that shift is how AI is being applied. Many teams are using it to increase output without improving how they communicate during the conversation. That shows up in how discovery is handled, how clearly problems are understood, and whether conversations move forward in a meaningful way.
The teams seeing stronger results are approaching this differently. They are using AI to strengthen how they operate, tightening execution and reinforcing better habits, while staying focused on the part of the process that actually drives outcomes.
In practice, that means being more deliberate about a few things:
- Improving how conversations are run, not just how messages are written
- Spending more time understanding the problem before moving to a solution
- Using AI to review and refine execution, not replace thinking
- Holding a higher standard for what qualifies as a strong interaction
These are not new ideas, but they are becoming more visible as everything around them becomes easier to automate.
Steve’s latest article explores this shift in more detail, including how AI is impacting trust, where communication is breaking down, and how teams can use it without weakening their sales process.
👉 Read the full article: AI Is Making Sales More Efficient. It’s Also Breaking Human Communication.
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Introducing The Growth Table
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That's why we've launched The Growth Table — a small peer advisory group for B2B revenue leaders. Each pod brings together 5–7 leaders from non-competing companies who meet monthly to work through the real systems behind growth: forecasting, pipeline management, CRM discipline, and go-to-market execution.
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Podcast Episode S2E07
How to Drive Tradeshow ROI (Without Wasting Your Budget)
In this episode of Driving Growth, host Steve Whittington is joined by Anders Boulanger, founder of Engagify, to dismantle the "build it and they will come" myth that plagues B2B tradeshow exhibitors.
Podcast Episode S2E08
10 Revenue Operations Gaps And How to Fix Your Go-To-Market
In this episode of Driving Growth, host Steve Whittington breaks down the 10 most common revenue gaps across pipeline, sales, and marketing, and how to fix them with a system built for consistent, predictable growth.
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. Learn the five essential AI tools every B2B sales team needs to streamline lead generation, speed up proposals, and close deals faster. Practical, proven, and built for small and mid-sized teams.
Don’t Build the Human out of the System
When you’ve spent 25 years building revenue systems, you’ve seen a lot of change. But as Kirko Papajanis shared with Steve on Episode 20 of Driving Growth, the fundamentals haven’t shifted as much as you might think. Learn how Kirko Scales B2B Sales with People, Process, and Purpose.
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