Seismic Completes Highspot Merger as Report Shows AI Trust Gap
Seismic merges with Highspot to form a GTM performance company serving 2,500 customers, while a report finds only 9% of organizations fully embed AI in revenue workflows.
Seismic completed its merger with Highspot last week and now operates under the Seismic name as the leading company in go-to-market performance. The combined entity serves 2,500 customers and 3.5 million users worldwide, including Allianz Trade, Expedia Group, IBM, Invesco, Oracle, Royal London Asset Management, Thomson Reuters, and Uber.
Merger Rationale and Scale
Seismic CEO Rob Tarkoff stated that AI has catalyzed the industry by shifting enablement from preparing sellers to sitting side by side with them through agents. The merger pools agentic platforms, content generation, and content compliance to scale R&D investment. Tarkoff joined Seismic in October and identified the combination as the path to deliver more value through expanded engineering efforts focused on trusted AI.
AI Adoption and Integration Barriers
According to Demand Gen Report, only 9% of organizations have fully embedded AI into core revenue workflows. Fifty-six percent of leaders cite poor integration with existing tools as a top obstacle to revenue. The Priorities and Pressure Points Shaping Revenue Enablement report links these disconnected systems to the gap between purchasing AI and relying on it in daily workflows.
Measuring Enablement Outcomes
The report states that enablement must be measured against business outcomes such as pipeline acceleration and quota attainment rather than activity metrics. Go-to-market leaders face pressure to increase speed to revenue without adding headcount, and the survey identifies friction from unconnected tools as the primary constraint on extracting value from existing technology stacks.
according to Demand Gen Report
