Amber Hickman |
Thirty-five per cent of chief revenue officers are expected to establish a generative artificial intelligence operations team as part of their go-to-market (GTM) strategy within the next two years, according to new research from analyst Gartner.
According to Gartner’s May 2023 Seller Time Spend Assessment, sellers currently spend 52 per cent of their time on creating and delivering value messaging across the sales process. However, by focusing on insights generated by AI, GTM teams will be able to produce buyer content and adapt to market forces quicker, which will improve the reliability of decision-making and end-to-end revenue outcomes.
In line with the rise of AI and its relevance within the workplace growing, Gartner also predicts that by 2025, 45 per cent of business-to-business revenue organisations will list ‘prompt engineering’ as a required skill on job descriptions.
“There is a great burden on sellers to deliver customised value stories to all the buyers in all the deals in their pipeline,” said Dan Gottlieb, senior director analyst in the Gartner Sales Practice. “When generative AI is strategically combined with seller creativity and compelling data, frontline sellers can craft better buyer messaging faster.”
Gartner has also provided a roadmap made up of five components to help revenue leaders focus on the AI capabilities that will be most beneficial. The five components are value messaging, generative RevTech, generative AI operations, messaging workflows and messaging insights.
“By adopting generative value-messaging, chief revenue officers will improve sales execution for top-line growth, drive resource efficiencies that lower the cost of sales, and create more custom-made content for opportunities previously constrained by the limitations of only humans creating content,” said Gottlieb.
Find out more about the research on the Gartner website.