3 Challenges of Generative AI in B2B Go-to-Market

A NOTE FROM THE EDITOR

Hi All! This week’s topic is Digital Transformation. Generative AI, is certainly going to transform the way we go to market. Over the past two weeks, we saw two of the largest marketing tech companies - Salesforce and HubSpot - roll out a slew of tools to support sales, marketing, and customer service with Generative AI features. In today’s article, I discuss 3 Challenges that B2B go-to-market leaders will face with Generative AI permeating their teams and tools.

What are your thoughts on applying Generative AI tools in your go-to-market efforts? Has your firm built a strategy for Generative AI? Share your feedback on The Buzz Community.

And, of course, from the bottom of my heart, I want to thank you for being part of the Buzz community. This endeavor is not possible with you -- our readers. For questions, comments, and feedback, please don't hesitate to let me know.

IN THIS ISSUE

• This Week's Topic: Digital Transformation

• Buzz Community: Network with Fellow B2B marketers. It’s Free.

• Introducing Buzz Premium: An education and events program for B2B Marketing Excellence. Learn More.

IN PARTNERSHIP WITH

3 Challenges of Generative AI in B2B GTM

Earlier this month, we saw two of the largest marketing tech companies - Salesforce and HubSpot - rolled out a slew of tools to support sales, marketing, and customer service with Generative AI features. While these feature sets are enablers to aid in productivity, there is a bigger issue for B2B brands.

While at first glance, these new features seem innocuous, the reality is that they are the start of the next generational wave of go-to-market. Let’s call it Wave 4 of B2B go-to-market. Wave 1: Computerization; Wave 2: Digitization; Wave 3: Automation; and now we begin Wave 4: AI for Everyone.

This next wave will be challenging for many B2B brands. I’m still not even sure a majority of B2B brands have digested Wave 2 quite fully. But in the context of digital transformation, Generative AI will change the way we work and deliver value. It will also be transformative to how we collaborate. Lastly, it will require new ways to think about the skills we seek in our team members.

Challenge #1: New Tools = New Team Structure

One of the foremost challenges I see for B2B marketing leaders with Generative AI isn’t only what the tools may do, but also how we think about the organizational design of our teams. There is a fundamental shift afoot - everyone involved in go-to-market can now be a marketer, a data analyst, a designer, and so on. The tools will support the tactical execution of things - with guidance, of course. As leaders, as we structure our teams for Wave 4, I see two important changes needing to happen.

First, we need more subject matter expertise - not on how to push buttons in our marketing automation tools, we’ve got Gen AI for that. But, industry expertise and knowledge. Specifically, understanding the customer, their challenges, the industry overall, the trade press, etc. These become the paramount skills since it’s less about operational knowledge and more about the insight that turns into action which begets business outcomes.

Second, our teams can no longer be set up by discipline (e.g., demand gen, social marketing), but by stakeholder category. That is, we will need to structure teams by stakeholders (e.g., shareholders, investors, partners, etc.) & by customer categories (e.g., Industry / Account / Personas). Because with generative AI the same great communicator can write a press release, build a story for a product, a social post, write a deck, and the million other things our go-to-market teams deliver. They - with their sales counterparts - become the true voice of the customer inside our own walls. And they own all the go-to-market motions for that audience. It will be a new structure for B2B go-to-market teams in the near future.

Challenge #2: New Tools = New Roles

If we change the structures of our team to mirror the outside world, how does this change our people management strategies? Maybe future job descriptions just assume working knowledge of tools. Heck, Gen AI will push the buttons for us. The skill then becomes building the query, or as GenAI puts it, prompts. We’ll need a team of prompt ninjas. What does that job request look like? “Seeking communications, marketing, and sales executive who knows prompt development for (fill in the blank) tech stack.” That’s a game-changer.

Furthermore, this will greatly impact sales, marketing, and service operations teams. They will need to upskill or build that new team of prompt ninjas. The real question is, does the HR team understand these shifts in skills? Know how to assess candidates. And be able to set up recruiting accordingly. Likely not.

Challenge #3: New Tools = New Planning Frameworks

Our third key challenge is how we think through our go-to-market planning with the capabilities of Generative AI in our go-to-market motions. This is likely the biggest challenge short term.

If you read my newsletter for a while, you’ll recognize my mantra of planning using the Lighthouses, Bets, and Tent Poles framework. This approach will be evermore important as generative AI will need to be “programmed” with your go-to-market strategy, so it can dynamically react to interaction activities, bubble up important leads for your sales team, etc. So you will need a flexible strategic planning framework that will allow for mid-flight adjustments. If you are still planning the old way with an annual process, you won’t compete in a world that doesn’t. Simply put, this will cost your company millions of dollars in missed revenue and new opportunities. The go-to-market jet will only cycle faster when Generative AI is ubiquitous in our GTM motions.

What are your thoughts on applying Generative AI tools in your go-to-market efforts? Has your firm built a strategy for Generative AI? Share your feedback on The Buzz Community.

IN PARTNERSHIP WITH

Adobe generative AI is evolving how customers experience your brand.

As a leader and a visionary in artificial intelligence, we know generative AI has the potential to reshape every aspect of marketing — from planning to execution to analysis. With Adobe Sensei GenAI — our new AI technology — customer experience teams will use natively embedded generative AI to amplify their expertise and deliver more accurate and personal customer journeys.

As part of our Buzz Premium program, we are excited to announce the launch of the Buzz B-School to provide B2B go-to-market executives from sales, marketing, customer service, and operations the ability to improve their skills.

Classes cover topics from ABM to Branding to Social to Team Excellence, and everything in between. We have classes that are designed for entry-level to coaching for executive-level marketers. All are taught by our industry-leading faculty.

Pre-Register now to guarantee your seat in our Fall 2023 Cohort class to learn, network, and improve your go-to-market excellence.

TOOLS WE USE*

• SalesIntel - B2B Account Intelligence and Contact Data

• Quickbooks - Financial Management for business.

• Zoominfo - B2B Data & Tech Solutions B2B Marketers & Sellers.

• Jasper AI - AI for Marketers for copywriting.

• Apollo.IO - Lead Sourcing & Cold Outreach.

THINGS IN OUR INBOX*

• SEO for Lunch - SEO Tips and Tricks

• They Got Acquired - For entrepreneurs who are thinking about selling their company

• Growing Up - For Founders and Leaders of SaaS and Software Firms

*Note The Buzz receives affiliate fees for completed customer referrals.

A NOTE FROM THE EDITOR

Hi All! This week’s topic is Digital Transformation. Generative AI, is certainly going to transform the way we go to market. Over the past two weeks, we saw two of the largest marketing tech companies - Salesforce and HubSpot - roll out a slew of tools to support sales, marketing, and customer service with Generative AI features. In today’s article, I discuss 3 Challenges that B2B go-to-market leaders will face with Generative AI permeating their teams and tools.

What are your thoughts on applying Generative AI tools in your go-to-market efforts? Has your firm built a strategy for Generative AI? Share your feedback on The Buzz Community.

And, of course, from the bottom of my heart, I want to thank you for being part of the Buzz community. This endeavor is not possible with you -- our readers. For questions, comments, and feedback, please don't hesitate to let me know.

IN THIS ISSUE

• This Week's Topic: Digital Transformation

• Buzz Community: Network with Fellow B2B marketers. It’s Free.

• Introducing Buzz Premium: An education and events program for B2B Marketing Excellence. Learn More.

IN PARTNERSHIP WITH

3 Challenges of Generative AI in B2B GTM

Earlier this month, we saw two of the largest marketing tech companies - Salesforce and HubSpot - rolled out a slew of tools to support sales, marketing, and customer service with Generative AI features. While these feature sets are enablers to aid in productivity, there is a bigger issue for B2B brands.

While at first glance, these new features seem innocuous, the reality is that they are the start of the next generational wave of go-to-market. Let’s call it Wave 4 of B2B go-to-market. Wave 1: Computerization; Wave 2: Digitization; Wave 3: Automation; and now we begin Wave 4: AI for Everyone.

This next wave will be challenging for many B2B brands. I’m still not even sure a majority of B2B brands have digested Wave 2 quite fully. But in the context of digital transformation, Generative AI will change the way we work and deliver value. It will also be transformative to how we collaborate. Lastly, it will require new ways to think about the skills we seek in our team members.

Challenge #1: New Tools = New Team Structure

One of the foremost challenges I see for B2B marketing leaders with Generative AI isn’t only what the tools may do, but also how we think about the organizational design of our teams. There is a fundamental shift afoot - everyone involved in go-to-market can now be a marketer, a data analyst, a designer, and so on. The tools will support the tactical execution of things - with guidance, of course. As leaders, as we structure our teams for Wave 4, I see two important changes needing to happen.

First, we need more subject matter expertise - not on how to push buttons in our marketing automation tools, we’ve got Gen AI for that. But, industry expertise and knowledge. Specifically, understanding the customer, their challenges, the industry overall, the trade press, etc. These become the paramount skills since it’s less about operational knowledge and more about the insight that turns into action which begets business outcomes.

Second, our teams can no longer be set up by discipline (e.g., demand gen, social marketing), but by stakeholder category. That is, we will need to structure teams by stakeholders (e.g., shareholders, investors, partners, etc.) & by customer categories (e.g., Industry / Account / Personas). Because with generative AI the same great communicator can write a press release, build a story for a product, a social post, write a deck, and the million other things our go-to-market teams deliver. They - with their sales counterparts - become the true voice of the customer inside our own walls. And they own all the go-to-market motions for that audience. It will be a new structure for B2B go-to-market teams in the near future.

Challenge #2: New Tools = New Roles

If we change the structures of our team to mirror the outside world, how does this change our people management strategies? Maybe future job descriptions just assume working knowledge of tools. Heck, Gen AI will push the buttons for us. The skill then becomes building the query, or as GenAI puts it, prompts. We’ll need a team of prompt ninjas. What does that job request look like? “Seeking communications, marketing, and sales executive who knows prompt development for (fill in the blank) tech stack.” That’s a game-changer.

Furthermore, this will greatly impact sales, marketing, and service operations teams. They will need to upskill or build that new team of prompt ninjas. The real question is, does the HR team understand these shifts in skills? Know how to assess candidates. And be able to set up recruiting accordingly. Likely not.

Challenge #3: New Tools = New Planning Frameworks

Our third key challenge is how we think through our go-to-market planning with the capabilities of Generative AI in our go-to-market motions. This is likely the biggest challenge short term.

If you read my newsletter for a while, you’ll recognize my mantra of planning using the Lighthouses, Bets, and Tent Poles framework. This approach will be evermore important as generative AI will need to be “programmed” with your go-to-market strategy, so it can dynamically react to interaction activities, bubble up important leads for your sales team, etc. So you will need a flexible strategic planning framework that will allow for mid-flight adjustments. If you are still planning the old way with an annual process, you won’t compete in a world that doesn’t. Simply put, this will cost your company millions of dollars in missed revenue and new opportunities. The go-to-market jet will only cycle faster when Generative AI is ubiquitous in our GTM motions.

What are your thoughts on applying Generative AI tools in your go-to-market efforts? Has your firm built a strategy for Generative AI? Share your feedback on The Buzz Community.

IN PARTNERSHIP WITH

Adobe generative AI is evolving how customers experience your brand.

As a leader and a visionary in artificial intelligence, we know generative AI has the potential to reshape every aspect of marketing — from planning to execution to analysis. With Adobe Sensei GenAI — our new AI technology — customer experience teams will use natively embedded generative AI to amplify their expertise and deliver more accurate and personal customer journeys.

As part of our Buzz Premium program, we are excited to announce the launch of the Buzz B-School to provide B2B go-to-market executives from sales, marketing, customer service, and operations the ability to improve their skills.

Classes cover topics from ABM to Branding to Social to Team Excellence, and everything in between. We have classes that are designed for entry-level to coaching for executive-level marketers. All are taught by our industry-leading faculty.

Pre-Register now to guarantee your seat in our Fall 2023 Cohort class to learn, network, and improve your go-to-market excellence.

TOOLS WE USE*

• SalesIntel - B2B Account Intelligence and Contact Data

• Quickbooks - Financial Management for business.

• Zoominfo - B2B Data & Tech Solutions B2B Marketers & Sellers.

• Jasper AI - AI for Marketers for copywriting.

• Apollo.IO - Lead Sourcing & Cold Outreach.

THINGS IN OUR INBOX*

• SEO for Lunch - SEO Tips and Tricks

• They Got Acquired - For entrepreneurs who are thinking about selling their company

• Growing Up - For Founders and Leaders of SaaS and Software Firms

*Note The Buzz receives affiliate fees for completed customer referrals.