Editor’s note: The article was first published by Demand Generation Report
Since the release of ChatGPT in fall 2022, artificial intelligence (AI) has dominated conversations around the world. Whether for personal or professional use, technology has proven itself to be a useful virtual assistant, an in-depth researcher, an adept data analyst, and even a creative brainstorming partner.
AI’s ability to take on tasks (repetitive and administrative) typically performed by humans makes the technology a particularly attractive business partner. For sales reps in particular, AI has proven particularly useful, not only taking over tedious administrative work, but also analyzing customer data and making informed recommendations on engagement tactics, opportunities upsells and cross-sells, and much more.
Across organizations and industries, AI is making sales teams more engaging, personalized, and competent.
Salespeople reclaim the time needed for high-value customer interactions
Time is not a luxury afforded to most salespeople: with busy schedules, they chase as many prospects and try to close as many deals as possible. But at the end of the day, there’s still a ton of planning, CRM logging, and follow-up activities that need to be done. AI can take on some of this administrative work, freeing up several hours that salespeople can spend on lead nurturing, account nurturing, and persuasion.
But that’s just the beginning of what AI can accomplish for sales teams: it can forecast sales, score leads, and analyze pipeline, as well as anticipate trends, market behavior, and competitor strategy.
Communication becomes hyper-personalized
The suitability of AI for data processing also applies to customer interactions. Sales teams can use AI to ensure they are reaching prospects and new buyers within existing accounts at the right time, with the right language, and through the right methods.
With AI-powered propensity modeling, sales organizations can define far more buyer personas than they ever thought possible. In stunning detail, AI not only categorizes niche sub-segments of prospects and contacts, but also suggests specific language to use in communications with each distinct buyer group.
This unparalleled level of customization drives incredible results and, as an added bonus, saves organizations money. No longer relying entirely on third-party agencies or large in-house teams to organize and reach personas, marketing and sales organizations can use that money elsewhere to make an even bigger impact.
GTM models are growing
Beyond the specific – and revolutionary – use cases of AI for business organizations, there is a broader benefit. AI acts as an accelerator that optimizes people and processes in businesses by augmenting human decision-making, improving our capabilities and highlighting areas of inefficiency.
For commercial organizations, AI is growing widely go-to-market models (GTM) and opens up new opportunities. Its ability to handle certain administrative and clerical tasks can help sales managers better allocate resources and focus on identifying (and retaining) the right talent for the right roles.
As organizations across all industries increasingly adopt AI and integrate it into their workflows, challenges are sure to arise. Like any advanced technology, AI will bring increasing challenges as organizations need to manage change. But the long-term benefits will prove transformational and are undoubtedly worth any short-term setbacks.
AI is here to stay
In a short period of time, AI has had a significant impact on the business world, and this trend is likely to continue. AI has catalyzed an incredible wave of human ingenuity, especially as we continue to identify its strengths and extrapolate its potential. There is much more to AI than we can currently imagine.
For sales teams, AI can serve as an intelligent virtual assistant and researcher, opening the door to new levels of personalization. Businesses that will benefit most from AI’s potential are those with broad access to data and frequent, repeatable customer interactions. With AI on their side, sales organizations can revolutionize customer interactions and persona targeting and achieve new levels of success.