AI has taken the world by storm this past year, with everyone from small tech startups to the most established big tech companies looking to find a way to harness its capabilities. While we are only just starting to come to terms with the potential of this innovative technology, some businesses have been quick to embrace it. 

AI isn’t new, but its improved capabilities should only be seen as an asset to those working in sales or marketing roles, rather than a threat. Its ability to save time, increase productivity and above all streamline the efficiency of the working day isn’t something that should be overlooked. 

It’s not new, just improved 

New innovations are drastically improving operations in sales and marketing. Leaders looking for efficient methods to improve their sales and marketing alignment should look to AI solutions, as they have the potential to transform the way businesses operate with better insights that empower and inform their sellers.

Despite having a common goal, sales and marketing teams are often left operating from separate platforms rather than a central source, causing insights to be lost and resources to be squandered. Implementing the right tool or platform can help bridge the gap between sales and marketing teams, providing a single source of truth for all content across the business and enabling greater collaboration between the two teams.

As a result, marketers can leverage the technology to assist sales teams by providing valuable and useful content that drives their success with prospects. While salespeople have the content they need, when they need it and gain valuable insights to assist them in recognising what assets are providing tangible results that contribute to closing deals.

AI is stepping up enablement 

Employing AI-powered enablement tools assists marketing teams with low-value, repetitive processes and time-consuming administrative tasks. This can help businesses allocate resources much more effectively and improve sales performance.

This in turn frees up marketers to spend their time leveraging machine learning algorithms to create detailed profiles for customers, automatically adapting offerings to their individual preferences. By delivering memorable content that makes customers feel valued, customer attraction and retention rates can be improved, which ultimately drives success.

However, the benefits of enablement tools are not limited to sales and marketing functions; with the detailed insights they provide, business leaders can make data-driven decisions in other areas of the business, helping them to gain a competitive edge by improving strategy, revenue and even training processes.

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There’s no need to panic

Enablement has become an increasingly useful tool for tech businesses looking to help their teams communicate more effectively and utilise resources more efficiently. 

Whilst AI systems are still in their infancy in terms of development, the increasing implementation of automation in sales and marketing naturally brings changes to the roles and responsibilities of professionals in these fields. But while there may be some impact on certain jobs, it’s important to note that this technology is designed to augment rather than replace human capabilities.

The only threat with AI would come from a total absence of human oversight or intervention, as it is our knowledge, skills and experiences that shape machine learning and make it the beneficial tool we see today. So don’t worry, AI is here to help, not take our jobs!

Advice for businesses entering the AI-scape

Sales and marketing roles will continue to change as automation grows more intelligent and takes over time-consuming, menial tasks. As a result of this gradual process, they will be freed up to achieve more strategic business goals that require creativity and critical thinking. 

Automation is changing the world as we know it, and with more businesses turning to AI-powered solutions each day as a means of addressing the inefficiencies in their operations, it is expected to transform the future of sales and marketing. 

As is the case with any technology that has the potential to disrupt the status quo, it is natural for it to be met with a certain level of apprehension. However, businesses that are already embracing the technology can expect to stay at the front of the innovation curve for years to come, gaining a competitive edge over businesses that are slow to adapt to the ever-changing landscape of the digital world.

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