Feature
Sales leaders are turning to artificial intelligence (AI) platforms to help improve their operations and increase their revenues. They’re implementing AI tools for various sales purposes, such as lead qualification, customer education, employee training and predictive analytics. Here, we look at several examples of how AI is being used sales teams.
1. Takeda Oncology
Takeda Oncology, a global pharmaceutical company, focused on enabling in-house predictive and AI capabilities to improve sales and business performance, according to a case study.
The company wanted to build an application that would combine the attributes of real cancer patients with the treatment choices available to oncologists — to inform its sales team of next-best actions to take in their outreach.
Takeda Oncology worked with ZS to build a solution that analyzed the treatment choices of individual health care providers rather than the traditional approach of analyzing physician groups segmented by market share.
“Drivers for such an application are not new,” says Mayank Misra, head of business insights and analytics, Takeda Oncology. “As the marketplace becomes increasingly competitive with targeted therapies, pharma at large and oncology in particular face an urgent need to educate stakeholders on the differentiated value of their treatments. With access to physicians increasingly becoming difficult, it is paramount that every engagement provides contextually relevant information to support health care providers in choosing appropriate treatments for their patients.”
Results
- Salespeople received bi-weekly updates the newest analytics
- Salespeople received contextually relevant messages to share with customers
- Salespeople received recommended treatment choices to discuss with providers
2. ACI Corporation
The 4,000-plus sales force at ACI Corporation, a health insurance company specializing in government programs, needed a way to improve their roughly 5% conversion rates and better qualify leads, according to a case study.
ACI corporation employed Salesken's real-time sales agent assistance, which was integrated into its existing CRM and dialer platforms. The tool converts speech to text, which is then analyzed by Salesken's AI models.
The AI models gave sales agents a more comprehensive understanding of each customer's needs and preferences, which enabled them to offer more tailored insurance solutions, increasing both customer satisfaction and sales.
The models provided real-time prompts to the sales agents, offering guidance on various aspects of the sales call, including opening, lead qualification, need discovery, product knowledge, closing and price negotiations. In addition, the sales agents received cues on building rapport, creating urgency and demonstrating empathy.
Results
- Sales conversions increased from under 5% to 6.5%
- Qualified leads increased from 45.5% to 64.1%
- Product knowledge increased from 24% to 34.6%
See more: 10 Top AI Sales Assistants
3. Druva
Sales leaders at Druva, a data resiliency company, were using some different training methods, including live sessions and screen recordings. The video development process for training materials was also time consuming, including recording constraints and disruptions, according to a case study.
Druva implemented Synthesia’s AI video solution, which combined AI avatars, AI voices, video templates and other features to change the way the company developed sales training content.
The Druva training team quickly created engaging mock scenario videos to encourage participation and practice among the sales team, leading to improved skill development and knowledge retention.
“What we really needed was a middle ground between what the presenters wanted to share and what the reps are likely to use in their calls,” says Wilson Lee, sales enablement lead, Druva. “Live session questions usually lead to a tangent.”
Results
- Two hours of recorded sales training video was shortened to under 30 minutes
- Shortened the feedback loop for sales team
- Supplied sales team with more concise, relevant training materials
4. Capgemeni
Capgemini, a technology consulting firm, wanted a way to deploy a sales playbook that would use AI to stay up to date with the firm’s 39 product lines and 122 offerings. The firm also sought a solution that could detect and prioritize hidden revenue opportunities, according to a case study.
Capgemini implemented Aptivio’s buyer intent AI platform, due to its ability to integrate with CRM, marketing automation and digital advertising tools.
The Aptivio solution offered insight into prospects’ online behavior at every stage of the sales funnel as well as buyer identification, intent and contact resolution. The tool also provided improved granular control of keywords and signals and visibility into buying behavior.
“Given the depth of the signals, the ability to find buyers and how to connect to them … there are no parallels in the market right now,” says Jomar Ebalida, revenue technology lead, Capgemeni.
Results
- Increased sales-ready results 40%
- Increased high-intent leads 40%
- Increased marketing-qualified leads 4.8x
5. Rogers Communications
The enterprise business unit at Rogers Communication, a telecom company, wanted to improve its operational efficiencies, including accountability in the sales forecasting process, data quality and workflow, especially around proposal quotes, according to a case study.
Rogers implemented the AI-powered SalesChoice Insight Engine to enable a 360-view into sales activities outlined in the Rogers Way of Selling (RWoS) strategy.
The solution integrated predictive insights into a KPI dashboard that tracked the Rogers’ core sales metrics and guided sales professionals with 7×24 coaching. The tool also improved the quality of data entered into the company’s CRM, using two levels of qualification, organization and deal levels, to help Rogers sales professionals focus their activities on the opportunities most likely to turn into sales.
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“If we can leapfrog by augmenting our core sales pipeline with advanced AI-guided selling methods, Rogers has an opportunity to secure a competitive advantage,” said Joe Deklic, VP of sales operation and deal management, Rogers Communications.
Results
- Provided sales team with qualification checklists to identify gaps in proposals
- 80% sales forecasting accuracy
- 90% accuracy in predicting losses at the beginning of a sales cycle
See more: 10 Top AI Sales Companies
