Unlocking B2B Success: The Urgency of Integrating Generative AI into Your G2M Strategy

Are you feeling the pressure to adopt a Generative AI strategy in your B2B go-to-market efforts? According to BCG, you are not alone. 

• In 2024, only 10% of companies will have mastered scaling Generative AI to create value (BCG)

• 60% of organizations rarely use Generative AI, despite its commercial promise (McKinsey).

Research by Brainy Insights estimates that the revenue generated from generative AI services will hit $188 billion by 2032.  That’s resulted in an explosion of AI tools coming to market every day with over a third aimed squarely at Sales & Marketing.  And no wonder, McKinsey’s research demonstrates the expectation of leadership is that the most significant gains from deployment of Generative AI technology will be in their marketing and sales functions, even higher in high tech industries.

On top of that, the BCG research tells us that “The initial Generative AI applications that companies deploy are usually geared towards increasing productivity or improving customer service, but Generative AI also creates new revenue streams.”  Estimated to be 60% of Generative AI initiatives reduce costs and 40% increase revenue.

We get it, so much potential and opportunity.  Which also equates to a ton of noise that is difficult to research, understand and activate against.  All this against a backdrop of considerable operational and execution pressure with fewer resources and budget. 

You may be just waking up to the possibilities of Generative AI.  You use ChatGPT or even a paid tool to help with content writing and so this is likely already delivering productivity gains at the coal face of your G2M approach.

The Problem

• How do you navigate this new technological wave in Sales and Marketing? Where should you start?

• How do you accelerate your understanding and simplify your research?

• How do you balance this with everyday execution?

• How do you prove out a test case to internal stakeholders?

The Solution

1. Identify the biggest gap or opportunity.  The starting point should always be your engine – your funnel.  Where are the gaps and in parallel, where are the opportunities?  Time spent unpacking this with your team is not wasted.  It helps put your team on a pathway to exploration but with purpose and intent.  Don’t try to boil the ocean, focus is key here.  What is the biggest gap or opportunity you have to optimise or create new growth, then you can consider where GenAI integration fits.

2. Look at what you already have.  What does your existing Tech stack afford you?  The majority of tooling we invest in is under-utilised and yet vendors are moving at pace to integrate Generative AI or general AI capabilities into your existing set-up.  Speak to your vendors about education and their planned pathway for AI, get them to educate and inform your team.  You may already have what you need to address your biggest gap or opportunity.

3. Integrate it into your regular planning motions. This effort may feel incremental to your normal execution however, you will likely already have a reasonable idea of what your gaps and opportunities are. Consider inviting those who are exploring or using GenAI independently (you'll be surprised how many there are), to share their insights on team meetings; add this as a focused area in your strategy or planning sessions until it becomes common place. Adding GenAI tooling to the mix when brainstorming solutions shouldn't be additive - remember they are just new tools and so it's really just about forming a new habit.

4. Research and explore.  When you are clear on the problem or opportunity you are wanting to solve, the solution is more likely to reveal itself, reducing time and effort.  It will provide focus around where to put energy and effort to deliver material improvements or gains. This also clarifies how you should be positioning any potential investment (time, effort or dollars) to your stakeholders.

There are many benefits to building AI into your G2M strategy.  They are not linear, nor are they benefits just to your organisation, your customers and your team.  The personal growth in exploring the right approach to AI for your organisation, has a cascading effect.  It educates you and broadens your perspective around the art of the possible in business and life. 

For those wanting to explore the benefits of Generative AI themselves, the AI JourneyFlow blog has many articles that provide examples of how to research and deliver insights through ChatGPT (paid version) without the need for additional Generative AI tooling research or investment.  They are a great starting point to build AI into your G2M strategy.

Ready to explore the potential of an AI-driven G2M strategy? AI JourneyFlow is here to help you.  Whether you and your teams would benefit from Generative AI education, facilitating team workshops to identify gaps and opportunities in your G2M approach or helping you unpack a solution, AI JourneyFlow can support you.