When I am speaking to a potential Customer, I find that it is often useful to agree with them first what it is they want to buy.
I have yet to meet anyone who really wants to buy a CRM, sales enablement tools, artificial intelligence, machine learning .. in fact any information technology at all!
Typically, in all of my conversations with Customers they are actually looking for one or all of the following,
An accurate pipeline/forecast
And possibly clear data of which sales people are producing, and which are not to allow decision to be made about reductions or expansion on team size