In this week’s episode of the SME Growth Podcast, hosts Richard and David explore the evolving world of AI in CRM's and how tools like ChatGPT and HubSpot’s latest data connectors are shifting what’s possible for sales, marketing, and business owners.It’s easy to feel overwhelmed by the pace of change. But beneath the jargon, there’s a simple idea: AI can help you make better decisions if you know how to ask the right questions. From the difference between Chat Mode and Deep Research, to the surprising number of professionals still not using AI at all, this episode unpacks it all with practical insights, real-world examples, and a few entertaining diversions involving firepits, EastEnders, and Napoleon.

Chapters:

00:00:00 – Digital Detox & Firepit Stories

00:03:57 – Official Introduction & Recap

00:06:30 – Revisiting AI in Business

00:08:07 – HubSpot's AI Data Connector Announcement

00:10:02 – Star Trek, Dropbox & the Future of Chat Interfaces

00:12:46 – Deep Research vs Chat Mode

00:15:12 – Clean Data & CRM Usefulness

00:17:06 – Sales Tools and Incremental Gains

00:19:40 – AI-Powered Meeting Prep & Sales Coaching

00:24:24 – Limitations & API Workarounds

00:25:50 – Shifting Mindsets: From Linear to Lateral Thinking

00:29:18 – The Recall Revolution & Future CRM Intelligence

00:31:16 – Targeted Prospecting with AI at Events

00:32:08 – Final Thoughts & Encouragement

Topics Discussed:

• Unlocking the Connector: What ChatGPT’s new CRM link means for your business
• Surface speed vs. Depth of insight: Understanding Chat Mode and Deep Research (and when to use each)
• The AI Gap: Why so many professionals still haven’t jumped in and what that costs
• From insight to action: How AI-powered CRM tools can support better decision-making across your team
• Smarter prep, better conversations: Using AI to walk into meetings with full context and confidence

Quotes to Remember:

“You could 100x that… by using AI to make all of those connections.”

“We're not yet used to thinking in a new way, but there's a new possibility.”

“Just ask it: what would be a good question to ask you?”

“Salespeople still seem to think CRMs are evil…”

Top Takeaways:

1. AI is only as good as your data – tidy your CRM and structure your inputs
2. Deep Research mode is a hidden gem – slow but powerful for decision-making
3. The best use of AI? Saving time before meetings, not just after
4. ChatGPT Teams is worth the upgrade –  £25/month could save you hours
5. Your sales team may not hate CRMs – they may have just never seen a good one

🔗 Mentioned Tools & Terms:

• ChatGPT Teams
• HubSpot CRM
• Fathom AI Note-taker
• HeyGen
• Dropbox integrations
• Deep Research vs Chat Mode
  

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