AI Won’t Take Your Sales and Marketing Jobs: It’ll Enhance Them

By: Danny Clarke, Snr Director, Services and Solutions Consulting at Highspot

By Danny Clarke on July 12, 2023

The business landscape for big tech brands is undergoing a significant transformation due to the surging use of AI in recent times. As brands seek to harness the capabilities of AI to gain a competitive edge, sales and marketing professionals are equally enthusiastic about how it can streamline their processes.

In particular, AI holds immense promise in addressing challenges associated with Enablement. It equips salespeople with valuable insights that enhance their efficiency in various aspects of their role, allowing them to allocate more time to higher-value activities that drive the bottom-line results of a business.

Marketing teams can also leverage the power of machine learning algorithms and big data to develop comprehensive profiles for customers, allowing them to adapt product offerings to suit their individual needs. This personalised approach enhances the customer experience and fosters stronger connections between businesses and their customers.

Embracing the revolution

New innovations are drastically improving operations in sales and marketing. Leaders looking for efficient methods to improve their sales and marketing alignment should look to AI solutions, as they have the potential to transform the way businesses operate with better insights that empower and inform their sellers.

Despite having a common goal, sales and marketing teams are often left operating from separate platforms rather than a central source, causing insights to be lost and resources to be squandered. Implementing the right tool or platform can help bridge the gap between sales and marketing teams, providing a single source of truth for all content across the business and enabling greater collaboration between the two teams.

As a result, marketers can leverage the technology to assist sales teams by providing valuable and useful content that drives their success with prospects. While salespeople have the content they need, when they need it and gain valuable insights to assist them in recognising what assets are providing tangible results that contribute to closing deals.

How AI is taking enablement to new heights

Employing AI-powered enablement tools assists marketing teams with low-value, repetitive processes and time-consuming administrative tasks. This can help businesses allocate resources much more effectively and improve sales performance.

This in turn frees up marketers to spend their time leveraging machine learning algorithms to create detailed profiles for customers, automatically adapting offerings to their individual preferences. By delivering memorable content that makes customers feel valued, customer attraction and retention rates can be improved, which ultimately drives success.

However, the benefits of enablement tools are not limited to sales and marketing functions; with the detailed insights they provide, business leaders can make data-driven decisions in other areas of the business, helping them to gain a competitive edge by improving strategy, revenue and even training processes.

Intelligent automation is here to assist, not replace

Enablement has become an increasingly useful tool for tech businesses looking to help their teams communicate more effectively and utilise resources more efficiently.

Whilst AI systems are still in their infancy in terms of development, the increasing implementation of automation in sales and marketing naturally brings changes to the roles and responsibilities of professionals in these fields. But while there may be some impact on certain jobs, it’s important to note that this technology is designed to augment rather than replace human capabilities.

The only threat with AI would come from a total absence of human oversight or intervention, as it is our knowledge, skills and experiences that shape machine learning and make it the beneficial tool we see today. So don’t worry, AI won’t be taking your job any time soon!

Harnessing the power of AI

In the ever-evolving digital landscape, the roles of sales and marketing professionals are poised to transform. As increasingly intelligent automation continues to take over simple tasks, professionals in these fields will experience a shift. Liberated from low-value tasks, they can channel their focus on strategic activities that demand critical thinking, creativity, and empathy, which will undoubtedly drive success for their businesses.

AI will be a profound tool of the future. We are only beginning to grasp and fully appreciate the technology, so it is natural to approach it with some trepidation given its vast potential. However, the true leaders of tomorrow are those who are strategically embracing the power of AI, rather than resisting it.

By proactively implementing this technology, businesses stand the best chance of outpacing their competitors in the years to come, setting a new standard for achieving unprecedented growth.