“In my ideal world in the future, sales won’t be seen as somebody trying to sell you something. It’s about somebody trying to help you get where you want to be.”
This vision from Lesia Nikolaieva, AVP of Sales Enablement at GlobalLogic (a Hitachi group company), captures the revolutionary shift happening in B2B sales today. At the heart of this transformation is the smarter use of data and insights—a move that has elevated the role of sales intelligence into a cornerstone for enterprise account-based marketing strategies.
In our recent conversation with Lesia, she shared how AI is driving this evolution, fundamentally changing the way sales teams operate and enabling more meaningful, data-driven client interactions.
Watch the full conversation here:
Sales Intelligence: More Than Just Selling
The sales intelligence industry has evolved dramatically over the past decade. What once began as simple contact databases has transformed into sophisticated platforms that deliver actionable insights on buyer intent, decision-maker identification, vendor relationship mapping and more.
This evolution has been accelerated by the integration of AI-driven sales intelligence platforms that create a comprehensive view of prospects beyond basic firmographic details. Today, they also incorporate real-time trigger events, competitive intelligence, and technographic data to provide sales teams with contextually relevant information precisely when they need it.
The true differentiator in modern sales intelligence isn’t just data volume but the ability to surface the right insights at the right moment in the buyer journey, enabling truly consultative selling rather than transactional interactions.
As Lesia explains, “There is a huge difference between data and intelligence, and what makes data intelligence is how it helps you solve your problems. Essentially, we’re not there to help people sell more. We are there to help people better solve our client’s problems.”
Rather than relying on surface-level data, sales intelligence personalizes the customer journey by tailoring solutions based on deeper insights. GlobalLogic, for instance, integrates account intelligence into every stage of the sales lifecycle—from research and development planning to go-to-market strategies—ensuring they anticipate client needs rather than merely reacting to them.
The Role of AI in B2B Sales Enablement
AI is transforming sales teams from data searchers into strategic problem solvers. Tasks that once took days can now be completed in hours. “If in the past a proper account research effort would take up to five days, now all the data is already available. We don’t need to spend five days; we can spend one hour analyzing the data and generating insights,” Lesia elaborates.
This shift has had a profound impact on sales enablement, sales operations, and analytics:
- Automation of routine tasks frees up sales teams to focus on high-value activities.
- Faster deal cycles due to instant access to relevant insights.
- Enhanced decision-making by leveraging AI-driven analytics rather than manual data collection.
Leading to measurable improvements across key performance indicators:
- Reduced deal lifecycle – AI helps teams respond to client needs faster.
- Higher probability of closing deals – Data-backed insights enable better sales pitches.
- Stronger client relationships – AI enables more personalized and proactive engagement.
While measuring direct ROI from AI tools can be challenging, the biggest advantage lies in long-term client engagement. “Where I see a much bigger and more important impact is the lifetime of the relationship you build with the client if you hear and understand their problem,” Lesia points out.
Intelligence Throughout the Sales Lifecycle
At GlobalLogic, sales intelligence isn’t limited to the active selling phase – it’s incorporated throughout the entire customer journey.
“We use account intelligence and sales intelligence in and around every stage of the sales lifecycle,” Lesia shares. “We actually start using account intelligence before we start selling. In fact, we want to build our business strategy around solutions, not around sales process or selling.”
This approach includes:
- Planning proactive R&D investments around anticipated client needs
- Calibrating go-to-market strategies based on client intelligence
- Personalizing communication to speak clients’ language
- Ensuring solutions directly address client-specific challenges
Driving Adoption: The Biggest Challenge in AI-Powered Sales Intelligence
Despite its benefits, AI adoption in sales intelligence comes with challenges. Sales teams must trust AI-generated insights and integrate them seamlessly into their workflows. “For us, the final decision-making factor was the relevance of the data that the platform has to our industry,” Lesia explains.
To encourage adoption, GlobalLogic follows a structured approach:
- Ensuring data relevance: AI insights must be tailored to the industry and specific business needs.
- Building internal success stories: Early adopters share their wins to drive organization-wide adoption.
- Clarifying tool roles: Each sales intelligence tool must have a defined purpose in the sales lifecycle.
The Future of AI in Sales Intelligence
AI is moving beyond merely aiding sales teams—it’s starting to drive the entire process. “I see us moving from being aided by AI to being driven by AI and data. Soon, data will be proactively sourced and delivered without us even having to search for it,” Lesia predicts.
Key trends to watch in AI-powered sales intelligence include:
- Proactive data sourcing: AI will push relevant insights before sales teams even request them.
- Greater personalization: AI-driven recommendations will tailor sales strategies in real time.
- Augmented human oversight: Sales professionals will act as strategic validators rather than data miners.
The Human-AI Partnership in Enterprise Sales
Despite AI’s growing role, human judgment remains essential. As Lesia puts it, “We definitely want to see people more as thinkers rather than data searchers. It’s not about how people can search for data—it’s about what they can do with that data.”
Sales intelligence isn’t just about leveraging AI—it’s about creating a seamless collaboration between technology and human expertise. Companies that effectively integrate AI-driven sales intelligence into their workflows will be the ones that stand out in the next era of sales.
