We can see a lot of hype around artificial intelligence and the role it will play in the business ecosystem. AI is complicated but is very advantageous. It is an exciting technology that is pushing the limits of software with unlimited potential. AI is here to stay. And, the relationship between humans and AI should enhance rather than replacement.
In Sales and marketing functions, we need to create new ways to sidestep the competition and reach their target accounts through repetitive A/B testing, data collection and optimization. As humans, we are uniquely adapted to create. We are constantly creating and have become really good at it. But when it comes to interpreting and understanding data, the larger the data set becomes, the worse we perform.
There are two reasons for this. First, we cannot ingest large data sets and are completely dependent on accurate visualizations of data. By visualizing data, we miss a lot of the smaller trends that have been averaged out. Second, we are innately biased. When we look at a problem, we typically view it through preexisting assumptions and past experiences. Other times we spot a correlation and automatically assume it implies causation. This is where AI can be used to enhance human behavior. AI allows us to take our attention off of data interpretation and focus on what we do best, i.e. create.
Our product roadmap is driven by the belief that AI will never be able to truly coach and train sales, success and support reps, but it can empower managers to coach their reps better. Most companies in the conversation intelligence space tend to lean in the opposite direction, in favor of an AI solution that can replace the need for managers to coach, train and onboard their reps.
Organizations are comprised of individuals, and every individual learns in their own unique way. AI can undoubtedly show an individual where they need to focus to improve, but it takes more than data to drive behavior change. AI lacks the ability to inspire, create true accountability and create habits.
As humans, we have a limited ability to scale. When it comes to our professional responsibilities, we are confined to an eight-hour day and can only focus on one or two items at a time.
AI, on the other hand, does not have limitations around scalability. It can process thousands of tasks in a fraction of the time it takes a human to process a single task. Technology has empowered sales reps to increase their amount of daily activity by tenfold.
When you extend that velocity to an organization, it becomes impossible for sales leaders to know what is going on, what is working and what needs to change. AI can scale to meet the challenges created by modern technology. The final area where AI serves to benefit revenue functions is in the area of automation. Both marketing and sales roles leverage automation to mitigate dropped balls and human error.
Automation of the sales process is not a new concept. Think Outreach or SalesLoft - these platforms allow sales reps to take a set-it-and-forget-it approach to their sales tasks and wait for a prospect to raise their hand. These solutions are great in theory, but execution requires a huge amount of monitoring and constant tweaking.
This is an area where AI will be leveraged by revenue functions to automate tasks more intelligently. For marketers, AI will be leveraged to create optimal lead nurturing campaigns in marketing automation platforms like Marketo, Eloqua, Pardot and Mautic. This will take the guesswork out of creating a nurture path, serving a unique experience up to each individual lead.
As we slowly approach a true expression of AI, one thing becomes clear: Job security will depend on the ability of human employees to harness their creativity and create a strategy for managing several AI components at once.
This article was originally published in Forbes.