NFO~TECH RESEARCH GROUP | MARKETING RESEARCH & ADVISORY

Capitalizing on AI

Supercharge Marketing, Sales, and Customer Success growth by selecting the right AI initiative.

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CAPITALIZING ON AI

Table of Contents

THE AI REVOLUTION

Analyst perspective

AI is changing the way that CMOs, sales leaders, and heads of customer success do their jobs. In fact, that change has already started to happen. With 90% of organizations using some form of AI (70% using and 19% are testing), failing to act swiftly in the face of this monumental change could lead to lost opportunities and revenue. Those who continue to delay adoption could lose market share and revenue.

Even so, many leaders are unsure how or where to start implementing AI solutions for their companies. Selecting the right AI applications promises to drive immediate revenue, operational efficiency, or cost savings. Nevertheless, leaders need a way to understand which AI initiatives will be the most impactful and which they are most ready to implement.

Leaders should begin selecting their AI initiative because early adoption of impactful technology will provide a competitive advantage. Those who delay adoption will undoubtedly be left behind. The AI revolution is already here, so don’t feel like you are sticking your neck out.

To optimize the AI strategy, it's important to start by identifying how marketing adds value to the organization. This understanding lays a solid foundation for CMOs, sales leaders, and customer success heads to uncover AI use cases that support value creation. With this solid foundation, they can then prioritize AI initiatives that have the greatest value and align with the organization's readiness.

	Terra Higginson Principal Research Director, Info-Tech Research Group Marketing & Advisory
	Shashi Bellamkonda Principal Research Director, Info-Tech Research Group Marketing & Advisory

Navigate the new landscape of AI in Marketing, Sales, and Customer Experience

Pain Points

In the quickly evolving AI landscape, marketing, sales, and customer success professionals encounter significant hurdles. While AI's availability and necessity grow, it brings with it a wave of hesitation and uncertainty.

• Decision dilemma: Marketers see AI everywhere, but they just aren’t sure where to start, given the wide variety of options available.
• Risk aversion: There is a large risk to marketers who invest in AI that doesn't deliver business value.
• Expertise gap: Without a good and easy methodology for selecting AI, it is difficult to assess AI software.

Obstacles

There are many obstacles and challenges that we see when marketers are selecting and implementing an AI initiative. These obstacles include:

• A lack of confidence in Marketing's technical expertise
• Resistance to AI technology
• Technical resource constraints
• A lack of structured data for AI learning
• Ethical concerns about the new technology

Info-Tech’s Approach

We help marketers uncover golden opportunities in AI. Our strategy is all about making sure you're choosing initiatives that don’t just have a high impact, but which are also a great fit for your current capabilities. After working through this research, you'll come away with the ability to:

• Identify and prioritize the most impactful and realistic AI initiatives for the organization
• Identify metrics that will be improved through leveraging AI for growth
• Develop internal AI capabilities
• Move forward with an agile adoption of AI initiatives

AI IS HERE. CUT THROUGH THE HYPE AND START WITH THE RIGHT INITIATIVE.

Supercharge revenue growth, accelerate operational efficiency, and increase cost savings with the right AI initiative. Evaluate AI applications according to the value they will bring and your company’s readiness to implement. Prioritize those AI initiatives with the highest value-readiness score to deploy across Marketing, Sales, and Customer Success.

CAPITALIZING ON AI

AI is here: get on board or be left behind

Welcome to the era of AI:
Businesses vie for limited resources. Adopting new and better technology allows companies to shift away from an overcrowded market where competition is fierce and move into a new frontier of opportunity where efficiency is increased and the opportunities for cost savings or revenue generation are abundant.

Don’t delay:
The AI revolution is already happening. The AI inflection point started in 2023, and exponential growth will continue. You cannot afford to delay. AI isn't just an option to consider later; it is a strategic imperative we face today. Those who falter will be squeezed out of the ever more competitive market. Worse still, those who choose their path blindly risk investing in the wrong AI.

Prioritize high value, high readiness:
Drive revenues, save costs, and increase operational efficiency with the correct AI initiative.

2023 was the AI inflection point

“AI has been around for 40 years, but we have now reached the inflection point. AI is no longer an IT problem but a marketing opportunity.” (David Piazza, SVP Info-Tech Research Group, Marketing Advisory)