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Wednesday, April 17, 2024

The Growing Need for AI in Sales Enablement

While artificial intelligence was already on the rise, digital and virtual selling have only accelerated the need for AI in sales enablement.

The number of companies that have implemented AI-related technology has grown by 270% over the last four years, and there is no sign of it slowing down.

But why is this the case? Because buyers are more informed and conduct most of their business online, it’s crucial for sellers to provide the most personalised experience and individualised attention when they finally interact with buyers. Go-to-market (GTM) teams also have more access to data and analytics on buyers to make strategic decisions.

However, sellers are too busy to sift through this data and create custom content for buyers repeatedly. Instead, enablement teams need to find innovative ways to equip sellers for success – this is where AI solutions can come into play.

Even though the use of AI in sales enablement is on the rise, AI won’t replace the need for individual sellers or other teams that are important to enablement. Marketing still needs to create sales content that sellers will use throughout the deal cycle and sales enablement teams still need to properly educate sellers on best practices and how to use that content correctly.

Instead, AI-guided sales tools are transforming how sales teams work. When sellers prepare for interactions with buyers, AI-guided sales tools can provide intelligent recommendations to sales reps based on the prospect, as well as what has previously worked in similar scenarios. This intelligent automation makes finding and sharing the most effective sales collateral even more efficient.

If you still aren’t convinced of the power of AI – consider this: AI leads to better business outcomes by reducing costs and increasing revenue. 44% of businesses that have incorporated AI tools into their processes reported reduced costs, and 63% have experienced an increase in revenue.

Article courtesy of global sales enablement leader, Seismic. Read the full article on AI in Sales Enablement here.

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