Introduction

You've bought the licenses. Maybe you ran a lunch-and-learn. A few reps are using Claude or ChatGPT daily and the rest opened it twice and forgot about it. You've got an AI notetaker, an AI email tool, maybe a call intelligence platform. None of them talk to each other. Your two best reps figured something out on their own and are crushing it while everyone else works the same way they did two years ago. You might have run a pilot with one team six months ago. It went well. It's still a pilot.

You think you've done AI. You haven't.

I'm Tom, cofounder and CEO of Trig. We build AI infrastructure for revenue teams. Over the past few years I've talked to thousands of B2B revenue leaders about what it actually takes to transform a revenue org around AI. Not what the conference slides say. Not what the vendor pitches promise. What actually happens when real teams try to change how they work.

What I've seen is that almost every revenue org falls into the same trap. They adopt AI tools. They get some productivity gains. They declare victory. And then they plateau, stuck in a version of AI adoption that makes individuals a bit faster but doesn't change how the organization operates. The gains are real but they are incremental. The structure underneath is the same org it was before. Same roles. Same workflows. Same bottleneck at every human in the chain.

This playbook exists because incremental is not going to be enough.