RESEARCH REPORT
Unlocking AI’s Revenue Potential
Research conducted by Harvard Business Review Analytic Services
Go-to-market teams are using AI to work faster, but productivity gains have yet to translate consistently into revenue growth. A new Harvard Business Review Analytic Services report, sponsored by Seismic, explores what teams need to turn that speed into stronger revenue execution, including human judgement, skills and governance.
About this research
This Harvard Business Review Analytic Services Pulse Survey, in association with Seismic, examines how organisations are using AI in revenue-generating work, and why productivity gains have yet to translate consistently into revenue growth.
- Among respondents whose organisations use AI for revenue-generating activities, only 11%report increased revenue or new revenue streams.
- The report explores what organisations need to move from faster work to stronger revenue execution, including skills, governance, and human judgement.
Seismic CEO Rob Tarkoff shares his perspective on why governance must be built into how AI operates as GTM teams move from generating insights to execution.
Key Findings
- Why greater AI adoption has not yet delivered consistent revenue growth, and where revenue enablement may offer an overlooked opportunity.
- Which human skills matter most as teams bring AI into revenue-generating work.
- What stands between support for AI governance and putting effective guardrails in place.
- How Seismic's customers are using real-time AI today, and where it could do more to support execution in the moment.
Access the research
