Establishing generative AI teams for enhanced sales messaging by 2025
In response to the growing demand for faster and more effective sales messaging, Gartner, Inc., a leading research and advisory firm, forecasts that 35 per cent of chief revenue officers (CROs) will establish generative AI operations teams within their go-to-market (GTM) organizations by 2025. This strategic move aims to leverage the power of artificial intelligence to improve sales decision-making, enhance buyer-centric messaging, and drive superior revenue outcomes.
Currently, sellers invest a significant portion, approximately 52 per cent, of their time in creating and delivering value messaging throughout the sales process, as revealed by Gartner’s Seller Time Spend Assessment conducted in May 2023. Recognizing the need for efficiency and personalization, generative value messaging powered by AI technology is poised to revolutionize this process.
Generative value messaging allows sales teams to harness the capabilities of AI to produce and disseminate high-quality, tailored content at an accelerated pace. By strategically combining the creativity of sellers with compelling data and generative AI models, frontline sellers can craft better buyer messaging in less time.
According to Dan Gottlieb, Senior Director Analyst in the Gartner Sales Practice, “There is a great burden on sellers to deliver customized value stories to all the buyers in all the deals in their pipeline. When generative AI is strategically combined with seller creativity and compelling data, frontline sellers can craft better buyer messaging faster.”
To guide revenue leaders in implementing generative value messaging effectively, Gartner has introduced the Generative Value Messaging Operational Framework. This framework provides a roadmap for resourcing deliberate generative AI activities and managing associated risks while harnessing the benefits of persuasive and personalized messaging.
At the core of generative AI operations are messaging strategists, internal creators responsible for designing messaging programs. Their roles include fine-tuning generative AI models, maintaining content moderation policies, and more. Gartner predicts that by 2025, 45 per cent of B2B revenue organizations will require “prompt engineering” skills for messaging strategist roles.
By embracing generative value messaging, CROs can improve sales execution, reduce the cost of sales through resource efficiencies, and generate custom-made content for opportunities that were previously limited by human-driven content creation. This shift promises to revolutionize the sales process, leading to top-line growth and improved revenue outcomes.
As the business landscape evolves and competition intensifies, the strategic adoption of generative AI in sales operations becomes crucial for organizations seeking to stay ahead and deliver exceptional buyer experiences.
