Sales enablement (SE) equips the sales team on three primary fronts – prospecting, delivering engaging content, and building team competency and productivity. Artificial intelligence (AI) – or more precisely, machine learning (ML) and deep learning (DL) – is powering SE in all these three areas. Here’s how.
AI makes prospecting efficient. Based on the parameters you set in your AI-powered sales enablement tool, AI can create detailed customer profiles or buyer personas by analyzing a sample of your existing customers, and then help you find other people who match those personas. An AI engine can work with not only basic data like the prospect’s demographic, location, behavior, habits, and peak activity times, but also analyze more sophisticated qualifiers like personal values, sentiments, ethics, in-groups, and out-groups.
AI can intimately track prospects to predict a customer’s intent to buy.
For example, it can determine whether a customer is actively researching a product or solution, or seeking information about it, perhaps on social media; then send an intent signal to the sales rep for follow-up. This allows sales reps to engage more actively with leads that are most likely to convert and drive revenue.
Delivering Engaging Content
Once you have data on prospect behavior and customer intent, you can use AI to personalize the information that you provide them. It can help you to:
- Develop, create, and pull out relevant brand content, depending on where the prospect is in the buyer journey
- Repurpose, personalize, and format the content, based on buyer interest and preference
- And deliver it on the fly
AI empowers sales reps with insights that they can use to have a more meaningful conversation with their customers.
A fully configured AI driven sales enablement tool doesn’t just provide a buying propensity score; it also offers its customers predictive insights. It tells sales executives, for instance, why a specific lead or customer exhibits a high buying propensity and personalizes recommendations based on each individual sales rep and prospect.1
AI can make recommendations regarding the subject, scope, coverage, style, length, format, timing, and frequency of content. Using the rules and commands you set up, it can also produce and deploy that content. It can create targeted datasheets, POV articles, and whitepapers. It can roll out personalized ads and campaigns to the right target groups. It can help you create podcasts using extracts from segments in your voicebot data and, adding customer video data, also create new videos.
Building team productivity and competency
AI technologies can be used to automate various sales related activities, thus relieving the sales rep of much of his chore tasks. For example, AI tools can mine organizational email, calendar, workflow and other applications to automatically populate CRM systems.
In the area of training, AI – with virtual reality tools such as STRIVR, for instance2 – skips formulaic sales training and coaching, customizing competency-building to individual sales rep’s needs and learning styles, based on team members’ performance. For competency-building, AI analyzes a sales rep’s or manager’s performance and coaching proficiency, mapping it to time and motion studies and identifying behavioral aspects, such as speech, facial expression, and body language, that foster or hinder effectiveness.3 This allows for more meaningful feedback and results in faster onboarding.
Too much of a sales rep’s time is invariably spent on unproductive and repetitive tasks. An AI enabled sales enablement tool can go a long way in ensuring that the time spent by the rep in the field is spent productively with the most potential prospects.