Why should GTM teams start using GenAI?

It shouldn’t be a surprise to anyone reading this, but GenAI is out in the wild and pretty much everywhere you turn.

AI is moving at such a rapid pace that it gets better and changes every day. It is both amazing and hard to keep up with. Here is an easy way to think about it.

• Augment and automate. Do what you do today, but faster and better.

• Reimagine workflows. Change the way your work gets done, with new and redefined individual workflows.

• Drive transformational change. Scale your impact, by fundamentally shifting GTM motions and customer engagement.

The simple advice is to get started today. The best way to start is to take an inventory of everything you do daily and weekly. Figure out what repetitive tasks take up a lot of your time and use those to experiment with how you can use AI.

Here are a few examples to get you started

• Build out ICP and Buyer Persona templates

• Account Research and Personalization (ChatGPT plus required)

• Your personal pocket coach - role playing

  • Here is the Co-pilot (ChatGPT plus required)

• Expansion and Upselling

• Email Rubric and Personalization Framework and Assessment

• Your personal data assistant for analysis

• Market research

• Refine your value prop and objection handling by persona

According to McKinsey, “current generative AI and other technologies have the potential to automate work activities that absorb 60 to 70% of employees’ time today.”

Let’s take a look at the results GenAI is driving with GTM teams

Microsoft did a study on their early Co-pilot users and the results were fascinating.

• 70% of Copilot users said they were more productive, and 68% said it improved the quality of their work.

• Users were 29% faster in a series of tasks (searching, writing, and summarizing).

• Users were able to get caught up on a missed meeting nearly 4x faster.

• 64% of users said Copilot helps them spend less time processing email.

• 85% of users said Copilot helps them get to a good first draft faster.

• 75% of users said Copilot “saves me time by finding whatever I need in my files.”

• 77% of users said once they used Copilot, they didn’t want to give it up.

Breaking it down into some of the GTM functions

Marketing

Marketers using generative AI are already targeting the basics, like content creation (76%) and writing copy (76%). But many see a wholesale overhaul of their work on the horizon, with 53% saying generative AI is a ‘game changer.’ (Salesforce)

• 71% say generative AI will eliminate busy work.

• 71% say generative AI will allow them to focus on more strategic work.

• Save over five hours per week – the equivalent of over a month per year at work.

Sales

• On average, users reported saving 90 minutes a week.

• 79% said it reduces the amount of administrative work they have to do.

• 78% said it helps them stay in the flow of work.

• 73% said they could complete tasks more easily.

• 68% said they can keep their CRM systems up to date with less effort.

• 67% said they are able to spend more time with their customers.

• 64% said it allows them to better personalize customer engagements.

• 58% said they find CRM information they need faster.

Customer Success

• Productivity increase of 30% to 50%​​.

• 18% higher customer happiness scores.

• 12% reduction in time spent resolving a case. 

Transforming business processes with AI

People are drowning in digital debt. They estimate spending more time searching for information (27% of their day) than creating (24%), communicating (24%), or consuming it (25%). And they say only half (50%) of the information they consume each day is necessary for their job.

GenAI can have a significant impact on the saving time and increasing the effectiveness of teams and their work. The key is utilizing in the best way for your business and teams to start driving impact.

Stop waiting and start experimenting.

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