Despite the vast amount of data available today, it continues to be difficult for marketing teams to showcase their value to the rest of the business and highlight the most meaningful moments of the customer journey. This inability to clearly link marketing activities to revenue outcomes creates a credibility gap between marketing teams and the rest of the business. Data continues to be overwhelming in volume and increasingly difficult to rationalize. This makes it challenging for marketers to truly understand the meaning behind the data they are gathering and analyzing.
To solve this, businesses are increasingly looking to AI. However, most businesses that do try to implement AI are not aware that a unified RevOps data model is a prerequisite to experiencing the full value of AI. A true RevOps data model creates a single way of understanding the customer journey, from initial engagement to past close. Without this, AI won’t have the training data to correlate marketing activities with their eventual revenue outcomes.
Closing The Marketing Credibility Gap With AI
AI is the key to unlocking the next level of benefits of a RevOps approach and closing the marketing credibility gap. By providing prescriptive insight throughout the RevOps cycle, AI can help identify key patterns and trends like the anatomy of a deal. This unveils the personas, content and moments that are most influential in driving business outcomes but also highlights when (along the revenue life cycle) variables of an opportunity are most relevant. By connecting the dots across the customer journey to unearth the anatomy of the deal, AI can help identify what’s working versus what’s not.
While it seems like AI is the obvious solution, the benefits of implementing AI models have not been fully realized. Of the 90% of companies that have made some investment in AI, fewer than 2 out of 5 report business gains in the past three years.
Continue reading: https://www.forbes.com/sites/forbestechcouncil/2022/07/15/ai-for-revops-ready-for-takeoff/?sh=198b65b6b832
To solve this, businesses are increasingly looking to AI. However, most businesses that do try to implement AI are not aware that a unified RevOps data model is a prerequisite to experiencing the full value of AI. A true RevOps data model creates a single way of understanding the customer journey, from initial engagement to past close. Without this, AI won’t have the training data to correlate marketing activities with their eventual revenue outcomes.
Closing The Marketing Credibility Gap With AI
AI is the key to unlocking the next level of benefits of a RevOps approach and closing the marketing credibility gap. By providing prescriptive insight throughout the RevOps cycle, AI can help identify key patterns and trends like the anatomy of a deal. This unveils the personas, content and moments that are most influential in driving business outcomes but also highlights when (along the revenue life cycle) variables of an opportunity are most relevant. By connecting the dots across the customer journey to unearth the anatomy of the deal, AI can help identify what’s working versus what’s not.
While it seems like AI is the obvious solution, the benefits of implementing AI models have not been fully realized. Of the 90% of companies that have made some investment in AI, fewer than 2 out of 5 report business gains in the past three years.
Continue reading: https://www.forbes.com/sites/forbestechcouncil/2022/07/15/ai-for-revops-ready-for-takeoff/?sh=198b65b6b832
