Sales AI is needed for better Product + Marketing
Product and Marketing teams need better ICP (Ideal Customer Profile) data from Sales, which has traditionally been hard to get with any kind of scale or consistency because it’s been hard to get salespeople to use multiple sales software tools — because less is more, right?
And yet… the value of an extensible tool stack for Sales AND Marketing AND Product is not something I’ve seen on the market that easily combines all of the data sets.
But with AI and automation tools, I think this is going to be a lot easier to get quality Sales conversion data shared automagically with Marketing and Product.
It started with Marketing back in the mid 2000’s with Content Automation software like Pardot, Adobe Marketo, and HubSpot making it easy to automate the capture of web activity and then chatbot activity into the Marketing tech stack. The Sales connection was obvious as Salesforce acquired Pardot and ExactTarget while Adobe acquired Adobe Marketo and Adobe Workfront.
Today, the Sales side is using tools like Salesforce Einstein, ZoomInfo Copilot, Salesloft Rhythm, HubSpot Breeze (tied into their CRM and sales platforms), as well as Gong, Fireflies.ai, Aviso AI, and Clari.
Feedback is data. It’s just unstructured data. But Salespeople are notoriously inconsistent at taking meaningful notes and keeping their CRM up-to-date on their pre-sales effort. I don’t blame them because it’s time consuming and not always intuitive depending on which software tools they have to use. AI offers an interesting integration path to make that data far more rich with content AND easily automated for sharing with Marketing and Product teams.
And with Natural Language Processing AI to aggregate and find trends, patterns, and anti patterns in the conversational data, the alignment of Product, Marketing, Sales, and Services is a game-changer.
Of course, with my Product-Led Growth executive bias, I am naturally excited by what we’ve been able to do already…and it’s getting better all the time. :)
What say you? How are you thinking about AI as an aggregation and insight model for your org?
