Amp up Salesforce with Artificial Intelligence and Machine Learning
Today, sales is a science. Or, at least, it should be. In my experience it usually depends on whether or not your head of sales believes in it. Let’s give you the tools to make them believers.
With the advent of accessible artificial intelligence and machine learning approaches you can now amp up your CRM install and attach a seriously powerful lead score for your leads.
The AI/ML dynamic can be difficult to understand. I always think about it in relation to a girl I’ll call Darla. She was in my Fantasy Football league some years ago and she was, objectively, the biggest FF nerd ever. She would take hidden stats I’ve never heard of and pop them into an Excel sheet to predict player outcomes. For example, she might take “minutes played” and map that against “points on the ground” and then correlate that to “position strength” and throw all of that into a regression chart to show me up — year after year.
The new artificial intelligence tools can take those 4 measurements along with hundreds of other stats and compare them against each other and then do it for every year you’ve been alive and come back with insights that would make Darla blush.
Bringing it back to sales, let’s say that you score your prospects heavily on lead source and one other question (q1). Your most promising leads would hinge around that intersection — the best lead sources and the best reply to the question.
Now, let’s say that you decided to grab a massive set of data from Salesforce (or whichever CRM you use). Clean it into understandable numbers, frequencies, and weights. Feed it into a machine learning environment and see what comes out. You might be surprised to find clusters of prospects and leads around new intersections and possibilities:
In the coming weeks I’ll be doing a series on my findings around artificial intelligence, machine learning and other advanced processes to help you drive serious success on your sales and marketing teams.
Welcome to the new frontier. Let’s get nerdy.
Justin Hart is an executive technology, marketing and sales consultant. He sits at the intersection of marketing and sales, tears up the sidewalk and plumbs the digital depths of your organization to find efficiencies and improvements to seriously impact your bottom line.
Read more at https://justinhart.biz