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“Technology supports the process. But if there’s no process, there’s nothing for the technology to support.”
- Doug Wendt
The Human Side of AI in Sales
Doug opened the conversation by grounding the discussion in a reality many overlook—communication still wins deals. Even in the age of AI, clarity in product articulation and a strong value proposition are critical for closing sales. He emphasized that AI should support these strengths, not replace them.
He shared how businesses are facing challenges managing communication across multiple channels. The need for organized, centralized tools is driving CRM adoption, especially among small and mid-sized firms looking to scale effectively..
Introducing HubSpot’s AI Toolkit: Breeze
One of the highlights of the session was the introduction of HubSpot’s new AI toolkit, Breeze. Within this suite, Doug called attention to a key feature: Content Agent. This tool helps businesses generate draft content based on brand positioning—giving marketing teams a head start without compromising strategy.“Small companies don’t need to act small anymore. AI tools like Content Agent are leveling the playing field.”
- Doug Wendt
Participants discussed how AI has the potential to simplify content creation, a task that often overwhelms small teams and slows down large enterprises with layers of review. Doug encouraged attendees to test these tools in real-world scenarios and adapt them into their workflows.
Aligning AI with Your CRM Strategy
Doug emphasized that businesses don’t need to implement ten tools at once. Start with one. Find an immediate challenge—like follow-ups, prospecting, or publishing—and solve it using AI.He shared the story of using Customer IQ, an AI platform that drafts follow-up emails after sales calls. This saved valuable time and ensured consistency across his team’s outreach. This kind of automation not only improves productivity but allows sales teams to stay focused on strategic conversations rather than repetitive tasks.
From Exploration to Implementation
The event also covered how companies—both large and small—can begin implementing these ideas. Several action items were identified:
- Doug Wendt will connect with Sayali on partnership opportunities for deeper HubSpot integrations.
- Francis, from a C-level advisory firm, is exploring HubSpot’s Prospecting Agent to enhance lead generation.
- Rhonda will share more about the United Nations AI for Good summit.
- Global Chamber members are encouraged to test one AI tool and explore CRM platforms like HubSpot to centralize operations.
Next Steps: Embrace AI, but Build with Intention
Doug concluded with a powerful reminder: AI is here to help—but only if there’s a clear process for it to support. Whether you’re a founder juggling delivery and sales, or a marketing leader trying to keep pace, the right CRM and AI combo can make all the difference.
Want to Learn More About HubSpot and AI?
Wendt Partners is here to guide you. Whether you’re just getting started with HubSpot or ready to integrate advanced AI tools like Breeze, we’ll help you build a system that supports your process—and drives growth. grow@wendtpartners.com
