Uhubs Q4 2025 CRO Dinner
GTM + AI:
Is There More Talk Than Action?
Is There More Talk Than Action?
Relive the highlights from Uhubs latest CRO dinner
Uhubs hosted 18 top CROs in London for Dinner, to share insights, exchange strategies, and explore how AI is reshaping the sales landscape. The evening was a celebration of innovation, collaboration, and thought leadership.
Highlights from Uhubs Q4 CRO Dinner:
GTM + AI: Is There More Talk Than Action?
Last week, Uhubs brought together a group of CRO Customers, Partners, and fellow CRO peers leading organisations from $10-200m in revenue. The goal was simple: exchange learnings and ideas on the AI opportunities for their business and what is actually moving the needle on revenue.
Here are some of the topics that came up over dinner:
1. Efficient growth: the need to continue to deliver 'more with less.'
Headcount spend remains pretty fixed for many heading into 2026. As budget plans are finalised for the new year, there's a recognition that the only way to deliver efficient growth is to build a team that can deliver more productivity per head. Many leaders are looking to AI to help deliver process/workflow automation and efficiency gains. Others are reconsidering their team profile and considering some performance management improvements to level up their talent.
2. Fighting churn before it becomes fatal
With CAC increasing across the board and an acceptance that outbound has become harder, leaders are consistent in their recognition that retaining existing customers and driving GRR and NRR are critical for hitting the number in 2026. Many are investing heavily in post-sales capabilities and more proactive account management to mitigate risk whilst ensuring a solid strategic account plan is in place for the key customers heading into 2026.
Here are some of the topics that came up over dinner:
1. Efficient growth: the need to continue to deliver 'more with less.'
Headcount spend remains pretty fixed for many heading into 2026. As budget plans are finalised for the new year, there's a recognition that the only way to deliver efficient growth is to build a team that can deliver more productivity per head. Many leaders are looking to AI to help deliver process/workflow automation and efficiency gains. Others are reconsidering their team profile and considering some performance management improvements to level up their talent.
2. Fighting churn before it becomes fatal
With CAC increasing across the board and an acceptance that outbound has become harder, leaders are consistent in their recognition that retaining existing customers and driving GRR and NRR are critical for hitting the number in 2026. Many are investing heavily in post-sales capabilities and more proactive account management to mitigate risk whilst ensuring a solid strategic account plan is in place for the key customers heading into 2026.
3. Moving upmarket without losing the team
For companies breaking into enterprise, the biggest challenge is often the people side. Different skills, new motions, and the need to align ambition with operational readiness all came up repeatedly. A common acceptance that the team that got you to your current revenue milestone is likely not the team that will get you to the next one. Many are reviewing their existing talent in line with a blueprint for each role to determine hiring, enablement and performance management needs.
4. Rethinking how we enable junior sales reps
A common thread was the difficulty of supporting newer reps who have high expectations but may still lack core fundamentals. A common theme for many is the challenge around mindset of junior sellers, with unreasonable expectations of roles and progression. Hiring effectively appears to have become even more challenging, particularly given the pressures of boards expecting fast ramp times and minimal staff attrition. Some leaders are moving to a more senior hiring profile, while others are doubling down on their enablement investment to mitigate risk here.
5. Navigating the AI gold rush
Everyone agreed that AI has the potential to reshape how teams work - but adoption varies widely. The group discussed internal AI usage, finding practical tools, and hiring talent that is genuinely “AI-ready”. There appears to be a performance gap opening up between those willing to embrace new ways of working with AI, and those who are resistant to it.
For companies breaking into enterprise, the biggest challenge is often the people side. Different skills, new motions, and the need to align ambition with operational readiness all came up repeatedly. A common acceptance that the team that got you to your current revenue milestone is likely not the team that will get you to the next one. Many are reviewing their existing talent in line with a blueprint for each role to determine hiring, enablement and performance management needs.
4. Rethinking how we enable junior sales reps
A common thread was the difficulty of supporting newer reps who have high expectations but may still lack core fundamentals. A common theme for many is the challenge around mindset of junior sellers, with unreasonable expectations of roles and progression. Hiring effectively appears to have become even more challenging, particularly given the pressures of boards expecting fast ramp times and minimal staff attrition. Some leaders are moving to a more senior hiring profile, while others are doubling down on their enablement investment to mitigate risk here.
5. Navigating the AI gold rush
Everyone agreed that AI has the potential to reshape how teams work - but adoption varies widely. The group discussed internal AI usage, finding practical tools, and hiring talent that is genuinely “AI-ready”. There appears to be a performance gap opening up between those willing to embrace new ways of working with AI, and those who are resistant to it.
.jpg)
.jpg)
Where the opportunities are: AI as the next performance multiplier
Despite the challenges, there was strong optimism around how AI can accelerate GTM performance when applied with intention. Three key themes came up throughout the evening:
1. Smarter, higher-quality customer acquisition
AI is already helping teams find and prioritise better leads, reduce manual prospecting, and improve targeting.
2. Automating key processes and improving delivery
Across sales, CS, and operations, teams are beginning to automate repetitive steps, like meeting prep, proposal / RFP creation and meeting follow ups, freeing people to focus on deeper work and more strategic tasks.
3. AI-powered research, call reviews, and BDR support
Several leaders shared how they use AI for account research, call coaching, and boosting BDR productivity through automated workflows. Concerns still remain around rep and Manager adoption of these tools, with a recognition of the change management efforts required to go into effective implementation.
Despite the challenges, there was strong optimism around how AI can accelerate GTM performance when applied with intention. Three key themes came up throughout the evening:
1. Smarter, higher-quality customer acquisition
AI is already helping teams find and prioritise better leads, reduce manual prospecting, and improve targeting.
2. Automating key processes and improving delivery
Across sales, CS, and operations, teams are beginning to automate repetitive steps, like meeting prep, proposal / RFP creation and meeting follow ups, freeing people to focus on deeper work and more strategic tasks.
3. AI-powered research, call reviews, and BDR support
Several leaders shared how they use AI for account research, call coaching, and boosting BDR productivity through automated workflows. Concerns still remain around rep and Manager adoption of these tools, with a recognition of the change management efforts required to go into effective implementation.
A shared conclusion from the evening
As 2026 planning wraps up, Chief Revenue Officers (CROs) widely agree that closing the productivity gap is essential for driving efficient growth. Harnessing AI holds strong promise for slashing customer acquisition costs (CAC) and streamlining sales reps' workflows, while strategic investments in key areas will help capture those critical incremental gains. Yet, true execution demands a solid foundation: the right talent in the right roles, a commitment to innovative ways of working, and robust change management to navigate the year ahead.
As 2026 planning wraps up, Chief Revenue Officers (CROs) widely agree that closing the productivity gap is essential for driving efficient growth. Harnessing AI holds strong promise for slashing customer acquisition costs (CAC) and streamlining sales reps' workflows, while strategic investments in key areas will help capture those critical incremental gains. Yet, true execution demands a solid foundation: the right talent in the right roles, a commitment to innovative ways of working, and robust change management to navigate the year ahead.
Book consultation
A member of our team will be in touch with you to find an available slot!
