Unlocking AI’s potential: mastering the art of smarter questions

Sales leaders are operating in an environment defined by unpredictability.

Shifting buyer behavior, longer deal cycles, and increasing pressure to deliver consistent results with fewer resources are now structural realities. In this context, AI is no longer a nice-to-have. It is becoming a core part of how sales organizations operate.

These dynamics were explored in Unlocking AI’s Potential: Mastering the Art of Smarter Questions, a session hosted by Accelerant Growth Solutions (AGS) in collaboration with Collective[i], featuring Mark Petruzzi and KK Anderson, co-founders of AGS, alongside Scott Stollwerk, Chief Sales Officer at Pest Share. The session is now available to watch in replay on LinkedIn.

Why better questions matter in sales today

The strategic advantage today lies less in “Do you have AI?” and more in “Do you know how to work with it?”

AI can only amplify the quality of what it receives. When questions are shallow, insights remain superficial. When questions are precise, AI becomes a powerful tool for revealing risk, exposing assumptions, and uncovering opportunity.

A strong question is not simply a prompt. It is a hypothesis in disguise. It frames uncertainty in a way that allows AI to surface what matters most.

Reframing everyday sales questions

During the session, the speakers demonstrated how small changes in how questions are framed can dramatically improve the quality of insight AI delivers.

Instead of asking “What’s my pipeline coverage?”, a more revealing question is “Which accounts in my pipeline are showing deteriorating momentum despite strong coverage?”

Rather than “What’s the forecast?”, leaders can ask “Which deals carry the highest probability of slipping, and how much revenue risk does that create for the quarter?”

And instead of “Which deals should I prioritize?”, a sharper question becomes “Which accounts are more than 70 percent likely to close if I reallocate time and resources right now?”

Each reframing forces AI to surface blind spots related to risk concentration, momentum decay, or hidden opportunity.

AI as an amplifier, not a shortcut

A recurring idea throughout the conversation was that AI behaves like an amplifier.

If the input is noise, the output becomes louder noise. If the input is precision, the output becomes sharper, more actionable insight.

Sales organizations today face three structural challenges. Buyer behavior continues to fragment as more stakeholders enter the process. Pipeline health has become increasingly volatile. Execution strain is growing as teams are asked to do more with less.

AI can help address these challenges, but only when it is asked to examine the right problems.

Watch the replay on LinkedIn

Unlocking AI’s Potential: Mastering the Art of Smarter Questions was streamed live on LinkedIn and is now available to watch in replay.

👉 Watch the session on LinkedIn.

The session offers a practical look at how sales leaders can turn AI into a more effective thinking partner by asking questions that sharpen focus, surface risk, and support better decision-making.