AI is everywhere in sales right now.

Writing emails, building lists, automating follow-ups, analysing data.

On paper, it should make everything easier but for most agencies, it’s created a different problem. There are more tools, more noise, more activity and the thing is - not necessarily more revenue.

So where does AI actually make a difference? And where is it just adding to the chaos?

This session, hosted by General Purpose and Gray Matters is a live, in-conversation discussion exploring how AI is really being used across the sales funnel. From first touch through to closing.

Two to three practitioners will lead a live discussion, each bringing their own perspective on how AI is showing up in sales today.

• Each speaker will bring a set of questions into the session

• The conversation will move across different stages of the funnel

• We’ll explore what’s working, what’s not, and where the gaps are

Alongside this, we’ll be taking live questions from the audience.

As questions come in, we’ll bring them into the discussion and direct them to the person best placed to answer.

So the session will evolve in real time, based on what people are actually dealing with.

What we’ll explore

The exact questions will be shaped by the speakers and the audience, but we’ll focus on:

• How AI is being used across the funnel
  Prospecting, outreach, qualification, proposals and closing

• Where it’s driving real results
  And where it’s simply increasing activity without impact

• Case examples from agencies
  Different stages, different setups, different outcomes

• The impact on roles and skills
  What’s changing for founders, BD leads and teams

• How AI fits into a broader sales system
  As part of the engine, not a shortcut around it

Why this matters now

Sales has become more complex and less linear.

Marketing, sales and technology are now part of the same system, whether we’ve formally connected them or not.

AI is accelerating that shift, but it doesn’t fix broken fundamentals - it amplifies them.

If your process isn’t working, AI will just help you do more of the wrong things, faster.

Every opportunity still moves through a journey. Beginning, middle and end. And understanding where momentum is gained or lost is what ultimately drives revenue.

Who this is for

• Founders and agency leaders responsible for growth

• Business development and sales leads

• Marketing leaders working closely with sales

• Anyone trying to make sense of how AI fits into their pipeline

What you’ll leave with

A clearer, more grounded view of how AI fits into sales today.

Not just what’s possible, but what’s actually useful.