SignalOther/ 8 September 2026/ 2 min read
UK sales job descriptions in 2025-2026 increasingly list AI-tooling skills (LLM-assisted prospecting, AI-assisted call review, AI-augmented research workflows) as required or preferred. The pattern is most visible at scale-ups; mid-market and enterprise are following. The change is fastest in the BDR and AE practitioner roles; sales engineering has been longer-affected; CSM is rising too.
UK sales job descriptions in 2025-2026 increasingly list AI-tooling skills as required or preferred. The pattern is most visible at scale-ups, where new roles often list specific tools (Apollo + LLM-augmented prospecting, Gong with AI call analysis, Clay-style enrichment workflows, Outreach or Salesloft AI features, in-house AI tooling). Mid-market and enterprise are following more slowly but are following.
The change is fastest in the BDR and AE practitioner roles. Sales engineering has been longer-affected because technical practitioners have always been expected to keep up with tooling. CSM is rising too, particularly for AI-augmented health-scoring, retention forecasting, and account research workflows.
Three patterns of phrasing visible in 2025-2026 UK sales JDs:
Specific tool listing: "experience with Gong, Clay, and LLM-assisted prospecting workflows" or similar. Most concrete; signals the hiring company has standardised on specific tooling and wants candidates who can hit the ground running.
Capability listing: "comfortable with AI-augmented research and outreach workflows" or "able to use AI to compress prospecting and discovery preparation time". Less specific; signals the hiring company values the capability without requiring specific tool experience.
Posture listing: "curious about and willing to adopt new AI tooling as it emerges". Least specific; signals the hiring company wants AI-receptive candidates without specifying tooling.
Sales-leader implication: hiring managers should think carefully about which pattern they want. Specific tool listing screens out otherwise strong candidates with adjacent experience. Posture listing fails to differentiate. Capability listing is usually the right middle path.
Candidates positioning for UK sales roles in 2025-2026 should expect AI-tooling questions in interviews and should be prepared to evidence specific tool experience and broader AI-augmented workflow design. Generic "I am open to AI" answers underperform; specific examples of tools used, workflows designed, time saved, and outcomes produced perform much better.
This signal is not a prediction that AI tooling will replace UK sales practitioners. The visible pattern is that AI is becoming a required capability for sales practitioners, not that the role itself is being replaced. The displacement question (which roles, in which configurations, on what timeline) is more complex and beyond what we can responsibly predict from JD data alone.
The Quarterly Analysis tracks this signal as it evolves; we will publish quarterly updates on whether AI-tooling JD requirements are accelerating, plateauing, or shifting in nature.
Signal
AI tooling has begun to reshape how UK B2B sellers practise the methodologies they have been trained on. Specific patterns: AI-augmented MEDDPICC scoring against deal data, AI-driven discovery question suggestions, AI-summarised call analysis against methodology checkpoints, AI-generated business cases and value framing. The methodologies themselves are largely unchanged; the practice of them is being rebuilt around AI augmentation.
Explained
There is no universally best sales methodology. The right choice depends on segment, deal size, cycle length, buyer sophistication, team experience, and existing infrastructure. A practitioner walkthrough of the choice criteria, with honest assessment of where each major methodology fits.
Explained
GAP Selling (Keenan, 2018) is a problem-centric sales methodology that emphasises deep discovery of the gap between the buyer's current state and desired future state. The methodology pushes hard against feature-led pitching: the seller must understand the buyer's situation more thoroughly than competing methodologies typically demand. Adopted by a meaningful share of UK B2B SaaS sales teams since 2020.