In this episode of The Insiders, Richard Lane is joined by James Donaldson, Founder of Stakki to explore how AI is reshaping the sales tech landscape and what it means for sellers.

James shares why tool overload has left sales teams distracted, why data quality is now the biggest barrier to predictable revenue, and how AI can help reps spend more time doing what they’re actually hired for: speaking with customers.

They also dive into the rise of CRM-embedded AI, the shift towards consolidated tech stacks, and how sales teams can balance human-first selling with smarter automation. If you’re planning your GTM strategy for 2026, this episode is packed with clarity and practical direction.

1. How AI entered the sales process and what’s changed
2. Why automation alone isn’t solving pipeline problems
3. The true bottleneck: unstructured, ageing CRM data
4. Why it’s “crazy to pay SDRs not to talk to people”
5. The rise of revenue orchestration inside the CRM
6. Predictions for 2026: consolidation, cleaner data, smarter coaching
7. What leaders should prioritise before implementing new tools