In this tidal wave of AI-driven disruption, organizations must evolve quickly as traditional go-to-market approaches are washed away or disrupted.
With the old formula for growth being defined by adding more headcount and more tools to increase the quantity of content, activities, and outreach, GTM teams need to take a new path forward that is marked by deep relevance, personalization, and quality of engagement.
In this model, businesses use technology not only to automate workflows and rote tasks but also to empower marketers and salespeople with high-value intelligence to make every touchpoint worthwhile for the customer - and to give customers more autonomy in their buying journey. Marketing, sales, and service professionals - supercharged by AI - can engage customers at record speed and with unprecedented relevance.
Use Cases for Marketers
Generative AI can help marketers spark creativity, improve ROI, and increase efficiency. In the future, marketing leaders will optimize for influence over interruption as GAI disrupts direct response, making today's performance marketing tactics less predictable over the long term.
Brand marketing, creator partnerships, and storytelling come sharply into focus for lead generation, while AI dramatically improves marketing automation with high-context, high-converting messaging capabilities. The goal is not necessarily to collect the most people but rather to connect with the most people.
Use Cases for Sales Professionals
Generative AI can help sales professionals transform the way they prospect and sell. With the assistance of AI, sales professionals can save time on cumbersome tasks and spend more time with customers – a sorely needed solution to the problem of declining sales engagement, which two-thirds of leaders report.
Currently, 41% of a seller's average workday is spent on non-selling activities. Soon, their role will not be measured by low-value activities – which AI can handle – but by how deeply they can connect with a customer to drive conversion.
With easy access to real-time customer information and industry data, sales reps will not be seen as generalists, but specialists who can be hyper-personalized, timely, and specific in their engagement.
Use Cases for Customer Service Professionals
Generative AI can help boost efficiency and optimize time-consuming processes in customer service. Within service organizations, AI can have a massive positive impact on customer experience by offering more self-serve options through chatbots, as well as more personalized attention when needed.
By analyzing previous behavior and case logs, AI can anticipate customer needs and suggest resolutions, helping service professionals offer more proactive and reliable support. Their roles will be rebalanced to focus not only on the speed of resolution but also on the depth of engagement to deepen connection with customers.