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CRO Confidential: Moving Beyond Traditional Sales, Clay CEO & Co-Founder Kareem Amin on the Future of AI-Driven Growth

  • Kareem Amin, CEO and co-founder of tech firm Clay, has spoken of the increasing use of AI in go-to-market systems. He said the options available to Chief Revenue Officers are automating outbound completely using AI sales development representatives, or centralising the more monotonous tasks, enabling AI to automate specific pieces. Clay uses data enrichment and AI to provide RevOps teams and the SDRs with the ability to identify buyers, undertake research and draft emails. Amin believes humans will always be essential in creating creative, bespoke campaigns as an AI's ability to pattern break is limited.
  • Clay has raised $50m in funding, with a current valuation of $500m, and the firm's success has been attributed to its tools and profiles. A lean 55-strong team has allowed the company to accomplish more than it could have with a larger team.
  • Amin predicts that the introduction of AI will alter the structure of the teams involved in go-to-market campaigns. He suggested that teams would be organised with marketing, sales and customer services working together, rather than in siloed units.
  • Amin has suggested that, in the next year, we could become more data-driven in go-to-market campaigns, using AI to generate them, and humans to tweak them.
  • Clay began attracting customers by targeting agencies that were seeking to help with prospecting. This not only helped improve Clay's product, but also resulted in the company acquiring customers quickly. Clay uses referral and affiliate programmes, and invests in its brand to nurture happy customers.
  • Amin believes that it will be more important to hire better people with AI taking care of routine roles.
  • One area in which AI excels is its effectiveness in account scoring and building up information about companies. It is less effective in generating one-off campaigns, creating cohesive messages, auto-GPT functions and executing plans without human intervention.
  • Amin believes that AI-linked systems will be used for generating full end-to-end go-to-market campaigns will be created in the near future. The product will look at all CRM data, marketing materials and websites to enable experts to identify the best customers, and create campaigns based on the value proposition.
  • Artificial intelligence has the potential to compress team sizes in GTM and support the work of sales development teams with data enrichment and AI. This can help identify prospective buyers, run research on them and draft emails, reducing the amount of monotonous tasks.
  • Humans will always essential for creative, bespoke campaigns as AI’s ability to pattern break is limited.

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