How Marketers Can Use AI to Generate Pipeline
You can't escape it... AI is everywhere. Learn what you as a marketer should be doing with AI today to help drive more pipeline.
Hello everyone, thank you so much for joining us today for this webinar, how
marketers can use AI to generate pipeline.
I'm so excited about this topic because obviously everyone is talking about AI
right now.
Just a quick housekeeping note, this is actually a pre-recorded webinar, but
Nina and I are here today in Goldcast in the chat to answer any of your
questions.
So as we're going through this content, if you have questions, please drop them
either in the chat or in the questions functionality here in Goldcast.
Nina and I are both here live right now to answer those questions via chat.
So quick intro, my name is Sarah McConnell, I'm the VP of Demand Generation at
Qualified, but more importantly, I'm joined today by Nina.
Nina, thank you so much for being here.
I'm so excited to be here, I love jamming on this topic, great to meet you all,
my name is Nina Butler, I am the head of marketing at regi.ai
and we are a generative AI platform built exclusively for sales teams. So
whether you are looking to personalize one on one individual emails right from
your inbox or you're looking to create multi touch cadences, we bring the power
of generative AI right into where you work to help you create some really
compelling content.
Which I love and I'm so excited that you're here because what better I know a
huge pipeline driver is obviously out by messaging.
So I feel like you were just the perfect person to speak to this. So with that
being said, quick agenda for today's webinar. First, we're going to talk about departments that need to be adopting AI in which ones can wait. And then where do you need to have humans involved? Obviously AI is big, but
there is a lot of conversation around where do you need humans in the process
of AI?
Where should you be at in your AI journey? Are you behind right now at your
company? Are you ahead of the game? We're going to help you figure out where
you should currently be at so you know what to be aiming for.
And then most importantly, the top 10 questions to be asking yourself about AI
as initiatives at your own company. So we're going to give you the 10 questions
that you need to be thinking about as you're thinking about AI at your own
organization.
So Nina, to kick us off, what areas of departments need to be using AI right
now in marketing?
Yes. So I'll caveat my real answer with this with this kind of fluffy answer.
And I think that the teams that are most successful today are deploying AI
against the part of their business that needs it the most.
So there is no right way. There is no wrong place to start this journey because
everybody is on this journey together.
But from my experiences, the teams that are most commonly taking advantage of
generative AI today include sales and marketing and for good reason.
The technology that's available for right now has generative in the name. It is
designed to generate content. And when you think about you can't do demand
without content, you can't do outbound without content, right?
Or maybe you can, but not as effectively as you can be when you have a really
robust repository of relevant and relatable content for your buyer to educate
them on.
The teams that are taking advantage of it today is number one for pure content
generation. And this can span the gamut, right?
But again, only relative to where you have the biggest bottleneck or biggest in
efficiency in your content production engine today.
So if you are banking on pure topic of funnel content, trying to drive
awareness for a new category that you're creating, well, maybe you want to be
using generative AI to create blogs, to create one-players, to create scripts
that you can use on a webinar.
Although we didn't today, that's certainly an area that you could explore
deploying generative AI against.
Or maybe you're looking for more mid-fonal content or more bottom of funnel
content to arm your sales team with.
That is a huge application, and there are dozens of solutions out there today
that are doing that really well.
But I do caution folks to make sure that you are vetting your vendor or your
provider against the UK's we're really solving for.
So for instance, we're all about sales content, and that's what we're really
designing a product for.
The second area that I see a lot of teams deploying generative AI to help up
level the skill inside their organizations is actually driving more relevancy
and personalization throughout the marketing and sales process.
I think that there have been over the past decade or so, we've kind of lost
sight of the promise and the meaning of personalization at scale.
It just wasn't possible until solutions that now can incorporate generative AI
capabilities to help fetch research on your buyers,
understand what their pain points are, marry them to their personas and value
props,
pre-write that content, and then serve it right up into your workflow so you
can deploy it at the right moment in time for them.
That's only really been made possible in the past six to nine months.
So those are the two biggest high-level use cases on, but I'd love to hear from
you, Sarah.
You're team or how you're observing it too.
I totally agree.
I do think to your point, I've heard a lot about content.
Content is an area where you can be using AI.
I love the point that you touched on.
That doesn't mean it's your content marketer.
I think there's content in every single part of marketing.
And so from an area or department, it's like, really, you need those resources.
So where's your team most strapped for time?
If your content marketer is not strapped for time and they're just cranking out
content just fine,
then don't force AI on them right now.
Obviously, they should use it.
They can use it.
We'll get to that in the like where are you at in your journey?
Are you ahead or are you behind?
But if you have someone on your team that's really strapped for resources,
can they be utilizing this to help with more content generation?
So I think a great example, obviously, from my background being in demand,
you kind of mentioned campaigns is if you have a piece of content and you need
to turn that into an entire integrated campaign,
you need to help writing the email and the webinar script.
And you can use generative AI to help you with prompts here.
So it does help you with that time saver.
And then I do think, yeah, I really think that content area to me that really
spans the demand gen,
the content, your opposite, that type of stuff, that to me really feels like
the right area.
And we're worsting the most value at our own organization is kind of in that
like,
where are you putting stuff out into market?
You're going to market side is the best way to succinctly say it.
Yep.
And I think too, especially when we're looking at marketing, like the broad
function of marketing and then you have all these sub disciplines.
I see the teams that are like the field marketers, the product marketers, those
that kind of live in the nexus between sales and marketing.
There's such power for application there because marketers, we want to protect
the brand, right?
We want to make sure that every single message that's put out there, word that
's used is really deliberate and really respectful of kind of our brand
architecture. They are sales reps that are, you know, I can't tell you how many times in my
career I've heard like,
I'm not going to use this.
This doesn't sound like me.
I don't know how to infuse my own spin on it, right?
In those roles where you have to straddle both of those realities, you can set
those guardrails on your AI and then deploy it to your sales team.
So you know that they're going to be operating within the right framework, but
then also putting their personalized spin on it.
So I'm seeing especially roles like a field marketing, a product marketing able
to set those.
They can then generate the content in those parameters and then the sales team
feels like it's really unique to them when they go to deploy it.
That's such a good point.
And I think that's a good segue into the section of what departments do you
think can wait?
So again, maybe departments or areas not wait because we know this is coming
fast and furious.
But where do you think right now it's not as necessary or utilized as often?
Yeah, I think there are roles specific to operations, for instance, where you
might get some incremental gains, but it's not really going to transform.
Productivity levels as much as it's going to be when you think about the
average sales rep, right?
And how they segment their day in terms of the jobs to be done as a full cycle
sales rep or as an SDR.
Prospecting is 25% of that day, right?
If you can shrink that down to 5%, that 20% savings can now be redeployed on
way higher level activities, right?
That common to your more human levels of intention, and that's more going to be
more impactful businesses than streamlining how your sales force notes get
cleaned up, right?
Like there are some incremental gains, but I don't think it's going to be as
transformative as teams that are doing, spending a lot of time doing a lot of
manually and time intensive activities, like generating content and then the
savings they can now redeploy in other parts of their business.
Those were absolutely the ones that I thought of too when we were brainstorming
. This is an operational because there is a lot of work that's within
applications there that you can't really utilize AI.
Now, I will say from a, maybe it's just me, but from a MOS perspective, I will
use Gertideriv AI sometimes if I'm stuck on like a formula, if I'm doing some
forecasting or I'm trying to figure out from a data perspective, I found it can
be useful if I'm stuck on a formula or I want a little bit of help with that.
But to your point, it is incremental gains. It does take a lot of time to get
the prom dry and stuff like that. So I think from an ops role, there are small
areas where you can utilize it, but it's not like I'm thinking about my MOS
team right now and being like, "Oh, my gosh, we need to be on top of this."
And then you kind of mentioned product marketing earlier. And when I think
about product marketing and brand marketing, again, I think there are small
areas within that org where they can start to utilize generative AI, but they
are so dependent on human voice.
And I think in those, to your point of like brand marketing, a brand marketer
is so particular about the way you're using words, how you're representing the
company.
And I think unless those people are really good at prompting generative AI and
really good at editing and following through, it can start to feel too scripted
when you need that like human voice there.
So again, I do think there are things where there's like redundancies or time
saving opportunities where they can use generative AI, but for me, the like
brand marketers and product marketers, for the most part in the big chunk of
their job, it really needs that like human element.
I totally agree. And I think to like, to kind of double click down onto that, a
lot of brand marketers or product marketers I see using generative AI, it's
less to do their job and it's actually more to spark inspiration.
It is exhausting being in those roles and having to think of new ways to say
the same thing all the time, right? You're doing a website redesign.
You need this headline to be have seven different permutations for SEO purposes
, right? That can just help kind of jumpstart the creative juices.
And again, like you're still bookending that experience as the expert that you
are, but it's just this extra level of thought that can be redeployed on ideas
you might already be working on and help kind of give you a fresh perspective
to look at. And I think I'm hearing a firm, a lot of folks, they kind of worry or they fear
longer that AI is going to strip away the creativity of a lot of functional
areas of business.
And I say actually far from, I think it's going to reduce the mental fatigue on
a lot of individual contributors and actually give them more capacity back to
think creatively about things because it will just help them reimagine the same
words with the same pieces of content that they've been having to create day in
and day out. I think that's such a great point of everyone can be utilizing it. And I do
think if someone, if you lean on it solely and you're like, I'm just going to
put a prompt into generative AI and see what comes out and then just post it as
is, whether it's to like your social media or your blog or your
your ad or whatever it might be, it does start to lose creativity. Like I know
we've all started to be able to like sniff out when something on social is like
, oh, this just got popped out of chat GPT and there's no, like no one proofed
it or anything.
But I also think I feel it too for teams that are strapped for time and
resources, which I can't think of a single marketing team right now that is not
strapped for time and resources.
You get burned out on new ideas. It can be hard to be even think of new things.
And I do think whether you're in brand marketing or product marketing or demand
Jen or on the sales side.
If you feel yourself in a rut, just because you don't need AI doesn't mean you
can't utilize those tools to start to help you think of net new ideas and help
you get past that sort of like mental block that a lot of teams I think are
feeling right now when they're strapped for time and resources.
I totally agree. Which, Nina, I feel like this is such a good segue. We're
talking about humans here. So obviously we just talked about where can you
utilize AI, but then as you're thinking through this strategy and how you're
bringing it into your organization.
How do you think about humans still being involved? Obviously, yeah, jobs, but
it is important.
Far from actually thinking a lot of areas is going to create net new jobs. I've
been hearing a lot of chatter that, you know, very soon there's going to be job
postings for someone to, you know, their generative AI operations.
It's going to be like a reimagining of a revenue operations. It's going to be
that critical and that kind of central to business is how they conduct moving
forward.
So in the spirit of how do you in the world of sales and marketing preserve the
human, we are seeing our most successful customers develop something that we're
calling a content committee.
And this is a best practice, honestly, whether you're using generative AI to
help jumpstart that creative process or not.
What you think strategically about, okay, if we, if we as a marketing team are
serving sales and serving them with content that can build trust, earn
credibility, make people both problem aware and solution aware, well, you're
bench of folks who are involved in creating all of that content, maybe even
specific to like a sequence level deliverable.
You need to have a nice cross section of marketing and sales and maybe field,
maybe product marketing, right? Like whoever is responsible for making sure
there's continuity in that experience between the one to many execution on the
marketing side down there. So if you're like, hey, anytime we email a cold email, we like this type of
structure. That's the best practice that we've instilled into our SDRs or into
our account executives.
Well, that committee decides that and then you coach the AI to only produce
outputs that follow that structure, right? And that's going to be different
than a chat GPT, which is like you have to have a conversation on how do you,
how you can work with your own account.
You can just put that in there right away if that's the use case that you want
to invest in, right? Versus if you're like, I like more of a humorous tone. I
like more personality to be infused into my sequences. Again, like those are
our guardrails that a content committee can put on it.
And then the beauty is like the human begins the process. They decide on all
those upfront inputs. The AI then gets to work in the middle and has tremendous
time savings and productivity boosters.
And then a human always has to verify the output before it's published or gets
sent, right? And we like to say, like, generative AI should be getting you
about 75% of the way there. It is not designed to give you 100%
You know, check free evaluation of the output at the end of the day. And while
it can do that, we don't believe that's the best way to develop that human
computer partnership and really make sure that there's continuity between both
of those roles.
Absolutely. I really like that idea of a content committee. And it made me
think of like almost every organization I've ever worked at.
Qualified included, we have a brand book, like you have your brand, your
creative team helps put out on parameters of what, you know, what fonts you're
using, what colors you're using, when do you use your stacked logo versus your
horizontal logo.
And I'm, I'm so curious. I feel like we're reaching that point where part of
your brand book as an organization will have an AI component to it.
So like, if your team is utilizing AI to help write content and helping like
your sales team, or, you know, I just did at pipeline summit recently, I do to
the creator led growth session.
We talked about using it to help you write social media posts. You're going to
have to start to put guardrails, whether it's in your brand book or with a
content committee that says, if you're going to utilize this, you have to stay
within these parameters.
Because it is kind of like the wild wild west out there, and I feel like to
your point, especially if teams right now and we'll get to this in the like
where should you be at in your journey.
If teams don't have tools specifically in their tech stack that have AI
components and they're relying on a generative AI tool like a chat GPT, which a
lot of people are.
It can be really scary as someone that's on a marketing team because you do
feel so much ownership over the brand and how you're putting yourself out there
to just kind of let your teams go wild on it and not have those checkpoints.
Yeah. So any full circling back to where should humans be involved? I feel like
it's in everything. It has to be at the start. It has to be at the end.
And until we start to like figure out generative AI, and we had the right tools
and check, like there has to be a human involved in every single start and
launch point because it's just too, I think it's too new for a lot of
organizations to not have humans involved.
It's really right. And it's I mean, very rarely has there been such an
overnight sensation that is AI, right? Like maybe, you know, your cell phone,
maybe the advent of social media, right? But outside of then there really hasn
't been something that's captured mainstream attention.
And the promise has been made so clear in such a short amount of time. So it's
like every sales rep I'm sure is in their tooling around every market has been
like downloading a free trial or something just to kind of get their hands into
it, right?
And to your point, Sarah, if you don't have any sort of agreed upon governance
that gets out of control really quickly and actually starts to undermine the
value and the promise of what AI can bring to a B2B organization.
Yep. That's a great point of undermining is as we get into like, where should
you be at in your strategy here, you want to make sure you're thinking about
these things ahead of time. So if you're new in your journey, because what you
don't want to do is start to bring it into your organization and things kind of
go awry because you don't have these touch points.
You don't have humans involved. You don't have any governance around it. And
you don't want to undermine the confidence in the organization of Sunday.
That can be so beneficial to your team to save time and effort on all these
things that are taking up a ton of resources for your team and have it taken
away from you.
When everyone else is going to be ahead of the game and they're utilizing it.
So I really do want to like emphasize that point of think about that governance
first and where humans are involved before you get anything going to make sure
you're not undermining confidence.
It's right. It's like the governance, but then it's also like, how is whatever
platform you're using reinforcing great usage and great behavior, right? When
you think about, there's again, there's a lot of misconceptions or maybe, you
know, fears about AI or resistance to adopt.
And one thing that I hear really often is like, hey, I'm realizing that this
can create all of my sales ready content, but I don't want that muscle to atro
phy in my sales reps, right? I don't want them to forget how to research their
buyers and understand how to drive relevancy in their outreach.
Those are like core DNA of a great sales professional, right? And it's like, I
totally respect that. Therefore, when you're thinking about how can use AI to
speed up that process, you should also give yourself as a manager or yourself
as an IC, a window into like, what am I doing well and what do I need to
improve so you can re enforce those coaching moments, right?
To say like, hey, you're talking about yourself too much when you use it, right
? Like your IDU ratio is off. Like, where are all those different moments where
you can start to better coach and the, you know, the AI can help surface those
insights in real time to the rep to.
Absolutely. So I think moving here into, we kind of mentioned it a lot. I've, I
've foreshadowed that this is coming, but where should you be at in your AI
marketing journey? And for context here, I feel like everyone feels behind.
No matter where you're at your journey, like everyone is feeling like they're
behind. So I'm hoping to give the audience today is where do you think Nina as
someone who's very much in this space right now? Where do you think is a good
place to be right now if you're looking at bringing AI into your organization
and specifically your marketing and your sales team?
Yes. So nobody is late to any party. Everybody. Everybody is in figure it out
mode. Even some of the most sophisticated brands that we get the pleasure to
interact with are like these types of things.
They're like these have real positive but potential detrimental side effects of
implementation. And we want to be really careful with how we introduce this to
our org. Right. So everybody is in figure it out mode.
But what I will say six months from now, if you are still kind of hemming and
hon or like, let me see the proof point. Let me, let me quantify the value
through a POC better. Right. You're late to the party at that point.
So what I encourage folks to do now is again, identify the area in your
business that stands to have the most improvement or most upside by the
productivity gains of AI. And that's really like AI right now is like very much
a productivity boosting way to evaluate impact.
And not so far from now, I think there's going to be more execution based AI.
Like there's a lot of chatter around agents and like how can you actually like
write scripts that do the work for you. And that's like a whole other can of
worms. Right.
But for today's conversation, it's really around productivity gains. So like
figure out where do you want to boost in productivity and then start small and
by small can either be contained to one team.
It can be contained to a subset of a team. It can be contained just to one
project. Right. Start in a way where you can figure out like, what's the impact
I want to drive? How will I measure if I was successful or not?
Who are the people that need to be on my governance council now to make sure
that we're going about this in a methodical way.
And then how do we test and prove it out? And then most importantly, what's our
success plan? If this goes well, how do we take it from here? Right. So that's
really where I encourage people to start and don't let your eyes get bigger
than your stomach because we're all figuring it out right now.
I'm very guilty of always doing that. But I do. I think you're with the AI in
your marketing journey. You're so right that the only way I would say you're
behind right now is if you're just not thinking about this at all, which if you
're on this webinar, you are obviously thinking about it.
So you are probably not behind and people are starting to play with it, test it
out, try to figure out what is this being for you and your team because every
team is different. And we talked about it earlier in this webinar, but every
team is going to need help in different areas.
So if you're starting to identify those areas starting to play around with Gen.
of AI and think about how it can help these areas that are struggling within
your organization, you're where that you need to be.
And I think if you walk away from this webinar with one thing of where can you
go next to make sure you're staying on this AI for marketing journey and you're
in the right place is start to think about that governance.
Like, what does that mean for your organization? Once you start to feel
comfortable with it, trying to get the guardrails in early of what it means for
your Oregon, what it means, how you're going to implement it and scale it and
put it out in your go to market plan.
And start to think about that now because I think the teams that do that right
and then take Nina's advice of having these like contact committees and the
governance committees are going to be light years ahead when everyone's
starting to catch up because they're not going to have to go back and change
anything because they've set those guardrails so early and really set that
foundation.
Mm hmm. Exactly.
Okay Nina so this is the good stuff here. There are 10 questions that Nina
helped us come up with here that you need to be asking yourself about AI and is
Nina obviously has done a fantastic job she works at a company that has AI as
part of its obviously core business model.
So we wanted to have 10 questions here that as you're thinking about that AI
journey and where you're at you can start to look at these 10 questions.
Now we're going to share this recording out afterwards so you'll have access to
this and you can go back and pause it here and look at these questions but for
the sake of time and not boring everyone here today we're going to pick our
like top three here and sort of dig into them a little bit more.
So the first one being question number one, the business impact.
What business impact are you trying to make with an AI strategy or you just
jumping on the bandwagon and I think this is like the first question everyone
should be asking because I am guilty of this.
A lot of times it's the latter. So Nina how do you think about setting a
strategy versus just jumping on the bandwagon when it comes to AI and marketing
Yep, again I think start with with the end in mind right so in our particular
instance we have a good fortune of getting to use Reggie in our own album lot
ion.
But there is a subset of our total addressable market that we were having a
hard time penetrating right and so we thought about like is there a way in
which we can use generative AI to create more specific content for these folks
to then better operationalize.
How and when it gets distributed to hopefully intercept that interest at a
better time right so again we started with a business problem.
We then figured out like how can we reverse engineer using AI a way to help
provide a better experience which ultimately will provide a better outcome
relative to the problem.
And then we started with a small team right like we didn't take 12 weeks to
incubate a strategy right like we started small.
We started to see some really good early indicators and then we put more fuel
on the fire so that's when I think about like how do you make sure you're not
just doing this to do it but you're doing it with a specific end goal in mind
and then you're formulating your hypothesis and you're testing plan to make sure that you can
prove it out really quickly and then hopefully you can go full force with it
once you get those early lead indicators of success.
Absolutely and I think here at qualified and obviously this is more about like
marketing and how you as a marketing organization can be using generative AI
but I do think a great example here of thinking about business impact first is
at qualified we're thinking about AI obviously like last November December we
're realizing like okay this is becoming bigger and
it did feel very bandwagon at first like are we just jumping on the bandwagon
but when we started to look at like what are the problems we're trying to solve
from a pipe gen perspective.
And one of the things we pinpointed and this goes back to the like using it
from a creativity standpoint is some of our reps that we're using our chat
functionality they were really struggling to come up with props is someone
comes on the website and we have all this what we call like digital body
language.
What are they browsing what are they looking at and when you look at that all
day longer for like our inbound reps when you're looking at that for a couple
hours a day it's really hard to be creative and say something good and when we
pulled all this data and analytics and we're like you know the most impactful
reps that are driving pipeline.
They find something personalized in that like digital body language and they're
using that instead of saying like hey how can I help you today I'm down you
know it felt very robotic.
So when we started to build that into our own product is we're like we need
something here from an AI perspective to help not just our reps but now as it's
in our product any reps that are using the product because they're stuck in
that creativity so we identified like when you're strapped for resources it's
hard to be creative or when you're looking at the same thing over and over
it's hard to get that creativity and how can we now start using AI to spur that
creative inspirational moment to help them drive pipeline and after that took a
couple of months and I was like okay I don't feel like we're just on the
bandwagon anymore I actually feel like we have a real use case that's valuable
and that our team can rally around as opposed to just like I'm just hearing AI
and I don't know what it is.
It's totally right.
I love that example.
I love that example.
Okay another great question here I'm going to jump ahead to question number
seven which is how we measure the effectiveness of our AI initiative.
It's so new we care so much about data and analytics.
How do you think about measuring how it's working.
Yeah.
So the top three measurements of our why relative to our customers who are
marketing and sales teams together.
It's number one is there a boost in productivity and the way that you quantify
that is based on time savings right so he used to take my marketing team X
amount of hours to create this campaign.
You know why amount of feedback sessions to make sure that everybody's agreed
that this is the right language for a sequence right and now am I seeing
improvements because not only am I having a mechanism to help create that
content more quickly.
But I've also applied the guard rails I have the governance in place so the
output requires a whole heck of a lot less editing than normal.
And I think that's especially interesting in when we think about content
creation and marketing and sales.
Content is so chock full of emotion right people are really attached to the end
product.
And if you can strip away the emotion and instead replace it with facts replace
it with performance data replace it with things that we know already work in
your buyers already respond favorably to right if we can cut out that mental
gymnastics that is tremendous
time savings in and of itself.
The second area of measurement is improvement in campaign performance so again
depending upon how you measure your campaign efficacy if it's opens replies
responses meetings booked again like whatever that ultimate goal is you should
see an improvement because you should be able to drive not just more relevant
content but more personalized content with your buyers.
And then the third thing which I really love we're seeing dramatic improvement
in terms of campaign sentiment.
So when you think about this digital inundation that we've all found ourselves
in in the past decade especially with the hand and make or necessarily on
personalization and relevancy.
And so the thought here is if you actually can now introduce that at more
points in the buyer journey whether you get a reply that's like hey just now is
not the right time you're going to be getting a reply right you're going to be
leaving a better brand impression.
You're going to be delivering more moments of joy and happiness within your
buyers and even in these wild macro climate that we live in when the time is
now right for the buyer they're going to have that positive impression that's
been left on them so that improvement in campaign sentiment has been this
beautiful residual benefit of the application of generative
AI as we've seen it. I agree and I think I'm in sort of this phase right now of
just because you can measure something doesn't mean you should all the time and
I think that comes back to like as a team where your resources best spent so
where I always keep coming back to you from that just because you can measure
something brand new to your organization like AI but to point to that you made
is it improving the metrics you already have and that's sort of where I've
grounded myself is if it's working the metrics that our whole go to market team
is centered around like pipeline like revenue like deal progression
deal size like those will never change those are always the backbone of our
business how we're going to measure ourselves on success so yes there are other
indicators of AI effectiveness like time saving which is super important and I
love your idea
like campaign sentiment and how are you improving that but if you're listening
in and you're like I don't really know how to measure that or I don't feel like
I have the resources are not able to measure that ground yourself in the
metrics that matter to your business because no matter what if you're using
AI to save you time if you're using AI to be more effective in your go to
market strategy and driving pipeline you should see those numbers go up no
matter what so you can always ground yourself there
and then we're going to jump last one here we want to dig into is number eight
which are there any areas specific to our business where a human touch is
necessary for optimal results
yes again I love this book and analogy right do not let your AI run wild right
make sure that you have your committee up front to make sure you're setting the
right parameters and frameworks to apply to your AI models including like how
you want to continue to train them so they get more accurate for you
let AI do all the busy work in the middle and then end it with the right type
of approval process and again that's going to be relative to whatever your
internal approval processes are today but you always want to make sure that you
have a human verifying those outputs
other things that people are often like okay you know with this in mind when I
'm looking across the extensive vendor landscape which is just totally exploded
overnight like the Martek 9000 was already unwieldy now it's like oh gosh you
know infinitesimal
some of the things I also like to make sure people are considering vendors or
partners through is like one how easy is it going to be not just to create that
content but collaborate and store and edit it
so again when we think about like a potential pitfall of a chat GPT is like
that might be great for an IC but all those great learnings can't go anywhere
else right they can't be shared in a team wide repository your manager can't
validate those outputs at the end right so thinking about like the storage and
the mechanism for collaboration
number two is like integrations right I love sales I feel for them when
marketing brings them another fancy piece of tech and they're taken out of
their workflow and they have to go to a different tab right that is so
incredibly disruptive especially to something like an SDR that is like that is
all about the reps and sets and how efficiently you can get through your
workflow so make sure that your solution can work where your reps natively work
or your marketing team natively works
the analytics I talked on this a little bit but like how do you validate if
this is even making a difference right we talk a whole heck of a lot about the
importance of personalization as often as we can in a marketing and sales go to
market motion but how can you trust and verify that that's making the impact
you want and how do you course correct when it's not
and then the last thing here is really thinking about like what's the scal
ability component again like can one rep use this or can your hundreds of reps
use this and hopefully it's the latter and you're making smart choices to help
put you down a path for scale or else you're never really going to get those
productivity gains that AI promises
those are all such great points I mentioned before we're not going to dig into
all 10 of these questions but we will send this recording out afterwards so you
can always come back to this slide annotate these down and come back to these
as you're thinking about your AI strategy so with that being said that is all
we have for you today however we're going to hang around in the chat here for
about five ish minutes to answer any questions that might have come up in that
last slide in the 10 questions so feel free to hang out interact with us in the
chat or the the Q&A functionality here in Goldcast and we will hang out as long as you guys want to
answer your questions thank you so much for joining me Nina this has been
fantastic you are such a wealth of knowledge as always and I appreciate you
joining thanks for having me qualified team.
me qualified team.
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