The AI Maturity Model gives revenue organizations a path to the stage where AI agents work as true teammates, driving more pipeline, higher revenue per rep, and greater forecast confidence
Outreach, the agentic AI platform for revenue teams, introduced the AI Maturity Model, a framework that helps revenue organizations measure how they use AI across their workflows and identify what it takes to operate at a higher level.
Most revenue organizations invest heavily in AI without a clear view of where they stand or where they are headed. Entire teams adopt tools and automate isolated tasks, then struggle to connect that work to a coherent operating model. The AI Maturity Model addresses that gap and builds the right foundation for AI agents to act as true teammates. It gives leaders a way to benchmark their current state, understand what separates each stage from the next, and build toward an operating model where AI agents don’t just support the team, they work alongside them, designed to carry out the execution that drives pipeline, accelerates deals, and sharpens forecast confidence.
Drawing on more than a decade of expertise working alongside thousands of revenue organizations, Outreach’s AI Maturity Model places each organization on a four-stage path that runs from manual and reactive execution using fragmented systems and processes to “AI-Efficient GTM,” the stage where AI agents carry out work across the full revenue motion.
“The maturity model gives teams the language to tell leadership, ‘Here is where we are, here is what the next stage requires operationally;’ it can turn an AI conversation into a roadmap,” said Heather Dahmer, global head of Demand Generation and Sales Activation, SoftwareOne. “Having that shared vocabulary across the business drives real alignment, giving a repeatable way to measure progress and keep moving forward.”
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A Four-Stage Path to AI-Efficient GTM
The model maps revenue maturity across four stages:
- Traditional. Revenue execution relies on individual effort and manual processes. Systems and workflows vary across the team, and technology adoption is early-stage, making AI impact difficult to establish a baseline for.
- Connected. CRM adoption, documented processes, and modern tools are in place. Workflows span multiple systems, and AI supports execution, though consolidating data sources would increase its measurable impact.
- Consolidated. Workflows connect across the stack, data flows reliably, and buyer signals inform the decisions that matter most. AI surfaces insights for the team to act on.
- AI-Efficient. AI drives execution. Agents prospect from live account signals, keep deal data current, flag risk, and draft messages that convert, with people directing the work and reviewing it where it counts.
“Sales organizations are moving beyond AI experimentation and into operational scaling, but many lack a framework for knowing where they stand or what to prioritize next,” said Michelle Morgan, research manager for Sales Force Productivity and Performance at IDC. “Outreach’s AI Maturity Model gives revenue leaders a structured way to benchmark their current state and a concrete path toward AI-driven execution.”
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What the Model Measures
The AI Maturity Model scores an organization across five dimensions: workflow standardization, data trust, inspection and accountability, cross-team alignment, and AI readiness. That score is a benchmark of where a team stands today, showing leaders their strongest and weakest areas. The model then pairs each dimension with its own playbook, a step-by-step guide to the operational changes that move a team up the curve, from standardizing how reps execute to building the clean, connected data that AI agents depend on. The playbooks are the core of the model, a practical path for GTM teams to improve how they operate with humans and AI agents working side by side.
“Most revenue teams are investing in AI without knowing whether it’s actually moving the needle, or how they rank against the organizations getting it right,” said Cathlyn Lang, SVP of Global Customer Success and Professional Services at Outreach. “The AI Maturity Model removes all that guesswork. It gives an organization a distinct understanding of where they stand and a clear path to the next stage, grounded in what we are seeing across thousands of revenue organizations.”
From Assessment to Action
Revenue leaders use the model to anchor planning, prioritize investment, and track progress over time. Any team can take a quick assessment at outreach.ai to see where they stand today; Outreach customers get the full model, complete assessment and stage-by-stage playbooks, through their customer success team who will guide them through a practical plan toward becoming an AI-efficient organization.
