Generative AI and a Quick Dive into its Impact on Sales-Marketing CRMs

Staff WritersArtificial Intelligence (AI)Sales & MarketingSales Engagement

By Paroma Sen On Apr 19, 2023

Generative AI is already reshaping many of the typical marketing and sales executionery functions in a typical business set-up. In future, salestech and martech systems that are fueled by generative AI will lead to improved internal processes in many ways.

Specifically, for sales teams, how can generative AI, or generative AI backed CRMs influence the typical sales cycle and process? Let’s take a brief dive into the matter:

Understanding the Trend

Generative AI became a hot topic of conversation since the introduction of ChatGPT around November 2022. ChatGPT’s generative AI technology uses a combination of machine learning and algorithms to create content in various forms: text, audio, images.

When applying the same logic to various salestech or martech systems, like a CRM, the power of the technology can help sales teams boost productivity by helping to enrich customer data, answer queries, build the right text for future prospecting emails and other messages for different channels.

AI, when used in the right way to streamline internal or repetitive processes can save sales and marketing a ton of time and resources, allowing them to scale mush faster, with fewer resources.

A generative AI backed CRM works by scanning the internet to pick relevant data in seconds, thereby helping to craft sales or marketing responses instantly based on current and past conversations with prospects.

To make it simple: generative AI backed tools can help build a document in seconds or even summarize sales conversations to fuel better insights to sales and other customer facing teams, thereby allowing them to improve their approach each time.

Top Benefits

Improves Sales as well as After-sales Services

A generative AI backed tool or CRM can help customer facing teams, including customer support and customer success reps boost response times to real-time queries (with the most relevant response), it can help analyzed various customer and prospect actions and feedback and can enable quicker responses to commonly asked questions. The end user in most cases won’t know whether they are chatting with a bot or human.

Predicts Sales Trends for a Brand

Both, sales and marketing teams spend a lot of time and efforts to run different kinds of digital campaigns to enhance their brand’s lead pipeline and lead generation goal. A generative AI backed CRM can assist in this process, it can allow sales an marketing teams to respond to more email and live queries or questions while also using insights into prospect behavior to predict outcomes.

Sales reps especially may spend a lot of time on funding out more details about an account they are targeting, a generative AI backed CRM would be able to provide recently updated information on the company (because it works by scouring the internet for data), it can help the team member target the account with the right conversation and help craft a complete email to keep the conversation going.

Can Allow Deeper Marketing and Sales Alignment and Personalization

A generative AI backed CRM can help a sales or marketing run a full fledged campaign: for instance, if a brand has recently opened a new store, the feature will allow the team to build personalized ads for specific audiences, as well as build targeted approaches to boost audience interest via other mediums like social media.

Besides using the vast amounts of data already available online to build these frameworks, generative AI backed tools will help guide these teams in real-time. This can eventually build better alignment between sales and marketing because it will allow both teams to pursue different parts of the customer lifecycle with the right messaging while allowing both parties the most relevant insights into what can be done better through use of analytics and research driven prompts.