Finding Competitive Advantage in Sales in the Era of AI

April 27, 2018

Shawn Parrotte

4 27 18 finding competitive advantage 01

Now that sales automation technology is commonplace, the playing field has become leveled. For a sales team to stand out, it must invest in more advanced technologies that can surpass traditional automation tools, as well as commit to building a strong sales culture that develops salespeople, reduces turnover, and boosts morale.

Guest post by Gary Gerber, Senior Director, Head of Product Marketing at Conversica

It may be tempting to develop the technology side and the human side independently, but success in sales today requires an approach that tightly integrates the two. Technology should not just boost efficiency; it should actively enhance the humans’ individual performance.

Here are four ways to invest in processes and technologies that aid the development of the human element for your sales team.

Process: Enhance your CRM efforts #

By definition, CRMs are made to help you manage customer relations. However, ineffective CRM use can often make it difficult to create alignment between cross-functional teams.

Successful organizations use CRM as a focal point for linking sales with support to develop a more cohesive sales and support operation. Increased alignment improves customer satisfaction and retention and develops camaraderie between sales and support departments.

Tool: Use AI to scale your humans #

Conversica uses artificial intelligence to provide an automated sales assistant who engages prospects in human conversations, thereby freeing salespeople to focus on higher-value sales activities such as closing deals and ensuring excellent experience for every single prospective customer.

The assistant automates top-of-funnel conversation with prospects and qualifies all leads quickly and cost-effectively, ensuring prospects have an excellent experience, while making sales and marketing more effective. With Conversica, sales teams sell more.

Process: Develop interactive sales and marketing content #

Sales and marketing alignment is one of the most important steps to improving sales efficiency. Sales teams rely on marketing content to control messaging and generate leads, so content plays a key role in the sales cycle.

Marketing content should not be restricted to static content like white papers and sales brochures. Interactive content, such as audio, video, gamification, and apps, can get customers involved in a more personal way. New styles of content can improve sales efforts and expand sales arsenals, putting your team ahead of the competition.

Tool: Leverage AI to improve your process #

Chorus automatically records, transcribes, and analyzes sales calls in real-time. The AI software provides invaluable data on your sales team, showing insights and trends that can help you ramp and coach reps based on what works for your product.

Chorus helps boost sales overall by increasing ramp speed, so each rep can become your best rep. With new insights into sales conversations, Chorus opens new markets and allows you to develop new strategies on your product based on direct customer feedback.

Conclusion #

Focusing on both humans and technology is critical to the success of modern sales teams, and the two should be examined as a whole when looking to improve. New products and services are coming out every day to help sales teams grow and close more deals. Utilize these products effectively, and integrate them carefully into your sales team’s daily processes, to stand out in the crowd of your competitors.

Gary Gerber is the Senior Director and Head of Product Marketing at Conversica. He drives and manages product marketing and sales enablement for Conversica’s suite of Artificial Intelligence (AI) SaaS applications to support sales, service, finance and customer success.

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