There are six actions you can take in your company today to chart an AI transformation in sales and marketing.
The way forward: Six “no regrets” AI strategies
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Evaluate marketing and sales tech infrastructure and skill sets; explore how open-source or low-cost tech players could help you implement gen AI use cases.
Conduct a gen AI audit of commercial activities
Prohibit input of sensitive customer data into gen AI tools and set a high bar for verifying outputs, especially where content will be externally facing.
Establish gen AI guidelines for your sales team
Look for simple, high-impact, low-cost, low-risk use cases (such as automating prospecting outreach emails) and put guardrails in place to limit risk.
Identify low-hanging fruit in your customer journey
Create a cross-functional team (including, for example, marketing, sales, pricing, and IT) to explore gen AI opportunities and pressure test applicability of commercial use cases.
Form a commercial
gen AI taskforce
Pilot two or three exciting use cases in a targeted portion of the sales cycle (such as top-of-funnel). Track results and refine for broader implementation.
Launch a gen AI experiment (or three)
Offer workshops on gen AI fundamentals to give the team a better sense of potential applications and the confidence to begin experimenting.
Train your sales team on gen AI basics to fuel experimentation
