But all of this begs the question, “Which AI claims are hype and which are reality?”
In order to know what a new technology like AI can bring to the table, it’s important to fully understand the problems you’re trying to solve. When it comes to the current state of AI solutions for marketing and sales, today’s reality is less futuristic robots or automating every single marketing workflow, and more about how data can answer one important baseline go-to-market question: who to sell and/or market to. There’s a wealth of intelligence that predictive analytics and machine learning bring to the task of answering these questions – and that’s the crux of where AI is delivering value today.
Sales performance management
Forward-thinking enterprise sales teams are saving tons of time by simply using predictive solutions to improve the way they filter and prioritise inbound leads. Companies with the “champagne” problem of an overwhelming volume of incoming prospects are using predictive analytics and AI to automatically research and qualify leads who looks like their company’s ideal customer. For example, Shoretel’s market development team found that predictive scores could tell them not just which prospects are the best fit, but also which ones are showing current buying behaviour. As a result, the telco leader’s sales reps can instantly understand who their best prospects are and determine where their time should be spent — insight which has resulted in 8X greater conversions. Now it takes just 12 calls to uncover one marketing-qualified lead (MQL) vs. the 100 calls it took before the company adopted predictive analytics.