# How HubSpot is embedding AI across the business

- **Episode:** [169](https://agents.truthliesandwork.com/episodes/169.md) (2025-02-06)
- **Type:** interview
- **Tags:** hubspot, ai, business
- **Time:** 3:43–4:15 (start 223s)
- **Listen:** [https://truthliesandwork.com/169?t=223](https://truthliesandwork.com/169?t=223)

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[3:43] Leanne Elliott: Can you share some of the ways that HubSpot are using AI to support businesses in elevating In terms of AI, there's a whole host of things that HubSpot is doing
[3:57] Crevan O'Malley: We obviously provide CRM systems and marketing automation, the whole customer experience platform, and that stack goes from marketing to sales to service. In our world, we talk about a flywheel across those 3 functions as opposed to the traditional funnel
[4:15] Leanne Elliott: Yeah
[4:15] Crevan O'Malley: where, you know, customers were dropped in at the top and, you know, over the course of a number of processes, sales came out as an output. We put the customer right in the center and we talk about attracting customers, engaging with customers and delighting and now delivering for customers, which kind of follows the arc of marketing and right after sales service. And like lots of tech companies in the last year or so, and it's literally that recent, you know, the Advances and the opportunities that AI opens up has disrupted everything. And as a company that would like to see itself and position itself as such, as a kind of a disruptor within the industry and the sectors that, that we find ourselves in, I feel it's a really good match in terms of HubSpot's brand being first to market with some of these opportunities and and kind of value-added features for a CRM system. So now we kind of go to market with a smart CRM that has AI embedded everywhere. And just to give an example of it in terms of how we use it, but also what the product itself does for our customers, let's look at the sales function. You know, loads of evidence and research out there to suggest that if we talk about a sales account executive in any business, any industry, with any level of experience, there is literally about 2 to 2.5 hours of work a day where that individual is talking to a customer. And if you're somebody who is a business owner for a small business or a large corporate, there is an incredible efficiency gap between what the potential is to simplify your sales team's role. And how they could show up for customers in a more meaningful way. And why is it just two to two and a half hours a day? Well, they're absolutely swamped with admin. The level of research that had to be done traditionally to prepare for calls because right now you need to show up for customers in an insight-driven way where you're sharing and educating as opposed to just pitching your products. Your customers know all about you before the conversations ever start. And then of course the whole. Follow-ups with emails and quotations and proposals, a lot of admin in the sales job traditionally. And we're finding that AI is a way to shortcut some of that. So when we think about an ability to accelerate the function, the AI tools that we have available to our teams and within our products for our customers, they accelerate the discovery process. They help you qualify in a more intentional way where that's an automated function, and then you get to focus on the connection piece. And in research that we've done, we're suggesting that we're taking about 25 to 30% of the time out of the discovery function within the sales team's daily practices. And then if we go to the follow-ups, you know, through automated summaries of calls, through crafting email follow-ups, it's suggested that that work can be anything up to 20 to 25% faster. So there's no doubt that the use of AI, and in particular within our sales function, it's a prospecting agent that does a lot of that upfront work before the call. The sense we have is that AI can do a lot of the content, the manual work, the admin-heavy work, and then that allows your sales team to focus on the connections, the engagement with customers, the relationship piece, the insight-driven subtlety of conversations to where those customers are. So, you know, it's not simply AI for AI's sake. I think the sense of who we are, the vendor, the products that we provide, it's about infusing those with AI to allow people work in a more efficient way. Because look, ultimately technology needs to be an enabler. We're trying to solve old problems in new ways, right? We're trying to help sales teams talk to, engage with, and hopefully successfully contract with customers. They are problems that have been around for a long, long time. And we feel that obviously with a CRM system, but with AI on top of that, we can really empower those sales teams to do a much better job for their prospects and for their customers