Easy, fast, and unified. We\u2019ve talked to a lot of customers about what they need from their tools to grow, and it always comes back to these three words. So why does go-to-market feel so hard, slow, and disconnected? Two words: legacy CRM.<\/p>\n
The concept of customer relationship management (CRM) has existed for decades, and there are more tools than ever for understanding and engaging with customers.<\/p>\n
The problem is, legacy CRMs have never fully delivered on the promise of being the source of truth about your customer. They are too hard to use and adopt and, even in the base case scenario, they struggle to capture engagement data about your customer.<\/p>\n
We now have many great tools to help fill in the gaps, but they\u2019re disconnected, often creating more work and a worse experience for your team.<\/p>\n
AI has the promise to change the way we work and engage with customers, but runs the risk of becoming a disconnected burden. The only way to grow is with a unified customer platform, with AI that has access to your customer data and powers your engagement tools. Everything is easy to use with fast time to value, so you can truly grow.<\/p>\n
But I want to talk about one of those attributes in particular: easy.<\/p>\n
<\/a><\/p>\n Today, the average company switches between 15 separate apps just to manage their customer interactions. Let\u2019s contrast this with the fact that 82% of customers<\/a> expect immediate problem resolution from brands, while 78% want personalized interactions. When it\u2019s hard to even manage the tools you\u2019re using to interact with customers, it\u2019s even harder to meet their expectations.<\/p>\n This is where AI comes in. It\u2019s not just the topic du jour, we\u2019re already seeing real value from customers when their AI is easy to use. Early adopters of our AI features are not just accelerating their productivity, but their growth.<\/p>\n Our customer Sandler used our AI tools for creating content and personalizing outreach. They cut their sales cycles by half \u2014 from 90 days to between 30 to 45 days. Another customer in the manufacturing space, Aerotech, is now winning one in every four deals because they use our AI to qualify leads and guide seller actions.<\/p>\n We want to make it easy for everyone to grow with AI, which is why we recently launched Breeze<\/a>, our AI that powers the entire customer platform. We\u2019ve made it easier than ever to use AI everywhere you work, and to get value fast.<\/p>\n Most GTM teams have spent 2024 trying to fit AI into their strategies. When AI is a breeze, it\u2019s easy to implement and teams can see value fast. Here are my four tips for using AI in your GTM:<\/p>\n\n Who it helps<\/strong>: Marketing, Sales, RevOps, Customer Service, Customer Success<\/p>\n Your AI is only as good as the data that powers it. The problem is, data about your customers is all over the place. It\u2019s scattered across the internet like puzzle pieces, and unless you can put it all together, you aren\u2019t getting the full picture.<\/p>\n While the data in your CRM that captures your interactions with customers is great, just this data alone is no longer enough. You need to know what signals your customers are giving you based on their behavior on the internet, and you need to have a unified view of that behavior in your CRM.<\/p>\n Now, with Breeze Intelligence<\/a>, you can get the most unified view of your customer yet. Breeze Intelligence includes a data set of over 200 million company profiles and buyer intent signals, and unifies that with data you have in your Smart CRM.<\/p>\n This complete customer picture just became the context that feeds Breeze, and your AI tools are now working with the most holistic and up-to-date information on your customers.<\/p>\n Who it helps<\/strong>: Marketing, Sales<\/p>\n As a sales rep, you want to spend your time talking to prospects who are most likely to close a deal. AI can analyze buyer intent signals like viewing a pricing page. Automated lead scoring helps sales reps understand who to focus on.<\/p>\n Lead scoring<\/a> isn\u2019t just for sales. AI can take dozens of data points about your lead\u2019s behavior \u2014 what I like to call their digital body language \u2014 to assign them an engagement score and a fit score. With these signals, you can send segmented marketing content to nudge prospects to buy, re-engage, or buy again.<\/p>\n Who it helps<\/strong>: Marketing<\/p>\n Marketers tell us<\/a> that finding ideas for new content is the number one challenge they face. Not anymore. AI tools can brainstorm, write, and illustrate<\/a> relevant content. They can even create videos<\/a>.<\/p>\n Embedding AI into your content strategy is more than just a volume play. It helps you reach different audiences.<\/p>\n Ask five customers for their favorite marketing channel, and you\u2019ll get five different answers. AI can remix and reformat content<\/a> for every channel where your customers spend time. You can turn a single video into a full AI campaign with clips, ads, audio for podcasts, and social posts.<\/p>\n\n4 Ways AI Can Help Teams’ Go-to-Market Strategies<\/h2>\n
1. Start with Data Enrichment<\/h3>\n
How It Improves the Strategy<\/h4>\n
2. Analyze Customer Signals<\/h3>\n
How It Improves the Strategy<\/h4>\n
3. Create and Remix Content at Scale<\/h3>\n
How It Improves the Strategy<\/h4>\n