Most sales organizations have a handful of top performers and a few who consistently struggle. The real opportunity lies with everyone in between.

In this episode of Conversations with MarTech, David Roberts, CEO of SugarAI, joins Mike Pastor to discuss why traditional CRM systems have failed to help the majority of sellers improve—and how AI can change that when it's applied with purpose.

Rather than treating AI as the destination, David explains why it should be viewed as a tool for helping sales teams make better decisions, prioritize the right opportunities, and take meaningful action. The conversation explores the current state of the CRM market, the industry's growing focus on AI, and why context—not just data or large language models is what ultimately drives business value.

Whether you're leading a sales team, evaluating AI initiatives, or rethinking your CRM strategy, this episode offers practical insights into using AI to elevate performance across your entire revenue organization.

In this episode, you'll learn:

• Why most CRM platforms fail to improve day-to-day sales performance

• How AI can help develop the "middle" of your sales organization

• Why AI should be a means to better outcomes—not an end in itself

• Why context matters just as much as data when building intelligent CRM

• What leaders should expect from the next evolution of AI in sales and CRM