Every B2B sales leader wants to know: where is AI delivering real value in marketing—and where is it still a science experiment?

A new 2025 scorecard based on insights from 50+ top CMOs gives us the clearest picture yet.

Here’s the TL;DR for sales pros:

🚀 What’s Working

Analytics & Insights (⭐⭐⭐): AI is great at finding patterns humans miss. Think of it as your secret pre-call briefing—now smarter and faster.
Ad Creation/Optimisation (⭐⭐⭐): Creative variations and smarter targeting are saving time and boosting campaign ROI.
Budget Optimisation (⭐⭐): Tools are improving—soon you’ll see AI helping marketers put their money where the results are.

🤖 What’s Still Maturing

Customer Journey Mapping (⭐): AI’s not yet reading buyer minds, but it’s starting to track the breadcrumbs.
Event Marketing (⭐): In-person events? Still mostly human. Virtual ones are starting to feel the AI touch, but we’re early days.

🔎 What It Means for Sales

If marketing isn’t leveraging AI in analytics or ad targeting, they’re leaving conversions on the table—and you’re losing sales momentum.

This isn’t just a martech issue—it’s a pipeline issue.

🧠 Sales Insight

The smartest sales teams aren’t just asking for MQLs anymore. They’re partnering with marketing to guide AI investments toward high-impact outcomes—like better qualified leads and real-time account intelligence.

Source: Based on insights from Carilu Dietrich’s 2025 State of AI in B2B Marketing Scorecard, reflecting conversations with 50+ tech CMOs.