The Revenue Acceleration Rules by Shashi Upadhyay & Kent McCormick

Author:Shashi Upadhyay & Kent McCormick
Language: eng
Format: epub
ISBN: 9781119372066
Publisher: Wiley
Published: 2018-04-11T00:00:00+00:00

5

Use-Cases Unveiled

One of the biggest hurdles we see marketing teams face is how they actually should be using predictive technology and artificial intelligence to support their account-centric activities. Teams understand they should be doing it, and are ready to dive in, but having a high-level, educational understanding of the solution and actually putting it into action are two different things.

This is an area that we’ve been focused on for a very long time. We noticed patterns in how our customers were getting value from predictive marketing and sales and the problems they were trying to solve. This led us to create a framework of use-cases that support the various problems that companies can solve with predictive technologies. These are based on the products companies are selling (taking into account average selling price and target market), as well as whether they’re executing inbound and/or outbound motions.

We’ve established four main areas of use-cases (Figure 5.1) where predictive and AI create strong ROI for companies employing account-centric strategies with their marketing and sales programs. These four areas stretch across the entire revenue funnel, and within each area are specific programs and campaigns that companies should execute against to begin seeing improved efficiencies in their revenue funnel:

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