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How to Prove the ROI of AI
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This week’s research note includes:
GTM Research: The ROI of AI
GTM Poll of the Week: Are you seeing ROI from your AI?
GTM is Better Together: Announcing our MC’s!
GTM Events: Events you should know about
GTM Research: the ROI for AI
A weekly deep-dive into new GTM research and insights
According to G2’s 2024 Buyer Behavior Report, expectations for quick ROI are only growing.
57% of all software buyers expect to see ROI within 3 months
75% of AI power users expect to see ROI for AI investments even faster
Meanwhile, the use of AI in various Go-to-Market functions is exploding.
94% of respondents to G2’s survey say they are currently using AI software or AI-powered software for at least one of the following use cases noted:
Sales or CRM
Customer support
Marketing
Opportunity spotting
Writing content
Improving overall efficiency
Generating assets
Automatically surfacing relevant data insights
Optimizing RevOps
Therefore, most of the people reading this newsletter right now are either selling AI-powered software, using AI-powered software, or both.
That leads us to today’s interesting but acronym-laden topic today: the ROI of AI in GTM.
It almost trips off the tongue!
Understanding the 5 types of ROI
GTM Partners has identified five clear types of ROI.
We built this to help companies identify how to show their value to potential customers.
But AI buyers need to understand how to evaluate ROI when considering various products, or perhaps when making the case for why a new tool is needed to a CFO or CEO.
If you are an AI buyer, ask yourself which of the 5 types of ROI you are getting from the AI-based tools you use.
If you are an AI seller, get clarity on which of the 5 types you offer.
Matching ROI to Buyer Personas
It is often the case that in addition to a salesperson needing to sell to their champion, the champion then needs to sell internally to other stakeholders (the economic buyer, the users, and others).
So if you are the champion and you’re trying to “sell” a new AI tool internally, think about what each persona wants to see in terms of ROI:
The CEO and CFO want to know it will make money or save money.
The head of a functional department (VP or C-Level) wants to know your product or service will help them achieve their objectives on time and on budget.
A manager is focused on not adding work to their team and making sure change management/onboarding is easy and straightforward.
The users just want it to make their jobs easier.
So who are you selling to? That will help you tell your ROI story.
Our ROI report covers:
How to know if you have an ROI problem (page 3)
The 5 types of ROI (page 4)
A new Framework for how to tell if your ROI puts you in the winning zone, the competition zone, or the muddy middle (page 5-6)
How to evolve your ROI story by taking persona into account (page 7)
GTM Poll of the Week
GTM is Better Together: News and Updates
“GTM is Better Together” is a revolutionary new vision that the future of GTM is better together with unified teams, tech, and trust. This is a weekly feature where we will share the latest announcements related to this important initiative.
Ticket requests are open for all four shows!
August 28, 2024: Atlanta, GA
September 10, 2024: Boston, MA
October 22, 2024: New York City, NY
November 20, 2024: San Francisco, CA
Comped pairs of tickets (so you can bring a colleague from another department) are available if you meet all three of these criteria:
You’re a senior GTM Leader (marketing, sales, customer success, product, RevOps, or the leadership team)
You work for an enterprise company
You are a customer of one or more of our partners for this event (Demandbase, Clari, On24, Vidyard, Totango, Catalyst, MadKudu, G2, Technology Advice, or ZoomInfo)
If you meet the first two criteria but are not a customer of any of those companies, you can apply for a ticket here:
Hope to see you there!
GTM Events
A list of upcoming events of interest to GTM professionals
July 9-11, London: starting tomorrow! GTM EMEA from Pavilion- our analyst Lindsay will be speaking on unifying GTM across different geographies and cultures.
August 28, Atlanta: GTM is Better Together
September 10, Boston: GTM is Better Together
September 18-20, Boston: INBOUND 2024
October 16, Austin: GTM Made Simple Roadshow
October 22, NYC: GTM is Better Together
November 20, San Francisco: GTM is Better Together
Are you a B2B company between $10-100M in revenue who needs help with your GTM strategy and execution? We’d love to chat.
Let us know if there is anything you particularly like or don’t like about our weekly research note! We’re always looking to improve it.
Love,
The GTM Partners Team
