A third of CROs to establish GenAI ops team within two years
5th July 2023 | Journal Of Sales Transformation
Some 35% of chief revenue officers (CROs) will establish a generative AI operations team within their go-to market (GTM) organization by 2025, according to a June statement from Gartner. The focus on generative AI will democratize, accelerate and enable the production of buyer-centric messaging and content, the technology research and consulting firm claims.
“There is a great burden on sellers to deliver customized value stories to all the buyers in all the deals in their pipeline,” Dan Gottlieb, Senior Director Analyst in the Gartner Sales Practice, tells the Journal. “When generative AI is strategically combined with seller creativity and compelling data, frontline sellers can craft better buyer messaging faster.”
Faster, deeper insight generated by AI will boost the speed at which GTM teams produce buyer content and adapt to market forces, ultimately improving the reliability of sales’ decision-making and end-to-end revenue outcomes. Generative value messaging, or the ability to harness the power of generative AI for buyer-centric messaging and content, will significantly reduce the time it takes sellers to produce and disseminate quality content, Gartner says.
Currently, sellers spend 52% of their time on creating and delivering value messaging across the sales process, according to Gartner’s Seller Time Spend Assessment of 1,204 sellers in May 2023. The research is based on a comprehensive list of 56 selling and non-selling activities to produce a holistic analysis of how sellers manage their time on a weekly basis. It also includes open-response questions to capture seller sentiment (the reasons why they spend their time on activities) and seller perceptions of how their organization’s technologies, support tools and processes affect their productivity. Respondents are required to be quota-carrying sellers from B2B sales organizations.
- More information is available in the complimentary Gartner webinar, “How B2B Sellers Can Use Generative AI to Grow Revenue.”