The State and Future of AI for Revenue Enablement: What Buyers Need to Know

In today’s rapidly evolving revenue enablement market, artificial intelligence (AI) is not just a trend – it’s a revolution. Companies across industries are realizing the power of AI to transform how revenue is generated, enablement is delivered, and sales teams are supported. As more businesses explore AI-driven technologies, it’s crucial for buyers of revenue enablement platforms (REPs) to understand the current state of the market, the role AI plays, and where it’s headed.

According to the recent Gartner? Market Guide for Revenue Enablement Platforms, “vendors are delivering generative AI (GenAI) capabilities in their platforms in a variety of ways, including: learning role-play scenarios, search, curriculum creation, content generation and digital assistants."

Forrester, in its recent report, The Forrester Wave?:? Revenue Enablement Platforms Q3 2024, highlights the rise of AI capabilities within REPs, noting how generative AI (GenAI) is increasingly used for content creation, learning pathways, and sales support. AI is now at the core of many revenue enablement solutions, promising more efficient processes, personalized experiences, and better sales outcomes.

So, what does this all mean for prospective buyers of revenue enablement platforms? Let’s dive into our understanding based on some of the key trends and recommendations from industry analysts to help you navigate the AI-driven future of revenue enablement.

The Current AI Landscape in Revenue Enablement

AI technologies have become ubiquitous in the revenue enablement market, and their presence is reshaping the landscape in several key ways:

1. Automation of Repetitive Tasks: AI is alleviating much of the manual work that sales reps and enablement professionals once had to endure. For example, AI tools can now automate the scoring of sales pitches, helping managers save valuable time by eliminating the need to manually evaluate every sales interaction.
2. Personalized Learning Pathways: AI is not just about automating processes – it’s also about making them smarter. Revenue enablement platforms are now using AI to create personalized learning paths for sales reps based on their specific strengths, weaknesses, and past performance. This tailored approach to learning is far more effective than traditional one-size-fits-all training methods. Gartner notes that, “learning and coaching focus mostly on just-in-time microlearning, with cadenced quizzing for retention, customized learning paths and scoring models.” Also, “Just-in-time learning, focused on seller-specific skills and activities, is more effective than traditional LMS courses as it relates to learning and retaining information, such as knowing what to say, who to say it to and when to say it.”
3. Generative AI for Content Creation: AI’s content generation capabilities are a game-changer for sales teams. Gartner predicts that “by 2027, 70% of revenue enablement content will be created and orchestrated by GenAI grounded by customer-specific datasets.” Whether it’s creating sales collateral, building training modules, or even generating personalized emails, AI is enabling teams to produce high-quality content at scale, freeing up time for more strategic tasks.
4. AI-Powered Digital Sales Rooms (DSRs): Digital Sales Rooms are emerging as a central feature in many revenue enablement platforms, facilitating better buyer-seller interactions. AI capabilities in DSRs are enabling sales reps to deliver more personalized experiences, monitor buyer engagement, and even recommend the next best actions based on real-time data. Gartner predicts that, “by 2028, 35% of B2B sales cycles will be primarily run through a DSR, which will be used to manage the customer life cycle.”

Future Trends: What’s Next for AI in Revenue Enablement?

The future of AI in revenue enablement is bright, and there are several trends that buyers should be aware of as they evaluate platforms:

1. Data-Driven Decision Making: “By 2026, 65% of B2B sales organizations will transition from intuition-based to data-driven decision making, using technology that unites workflow, data and analytics.” according to Gartner. AI plays a critical role in this shift by providing deep insights into buyer behaviors, pipeline health, and content performance. Platforms that offer advanced analytics, powered by AI, will enable sales leaders to make smarter, more informed decisions, driving better outcomes across the board.
2. Advanced Buyer Engagement Insights: AI is helping sales teams not only understand how buyers are interacting with content but also predicting what actions they should take next. Gartner notes that technology supports highly productive sellers, including giving accurate insights into customers’ engagement/sentiment during meetings. This will help sales teams prioritize leads, tailor their approach, and close deals faster.
3. Responsible AI Implementation: While AI offers many benefits, it also introduces new risks, particularly around data privacy and bias. Forrester, in its Wave report, emphasizes the importance of responsible AI implementation. Vendors are increasingly focused on building safeguards to ensure that AI is used ethically and that customer data is protected. According to Gartner, while determining your specific use case for GenAI, you should “Prioritize areas where you can reduce administrative burden, improve seller experience, and enhance the organization’s agility in creating new content and learning.”

Recommendations for Buyers

As you evaluate revenue enablement platforms, there are a few key factors to keep in mind to ensure you’re investing in a solution that leverages AI effectively and responsibly:

1. Look for Platforms with Advanced AI Capabilities: Not all AI is created equal. We believe that the best platforms are those that use AI not just for automation but for creating personalized, actionable insights. Whether it’s AI-driven content generation, personalized learning pathways, or real-time buyer engagement analysis, look for platforms that offer sophisticated AI capabilities that align with your sales process.
2. Ensure Integration with Your Existing Tech Stack: AI is most powerful when it can access data across your systems. Ensure that the revenue enablement platform you choose integrates seamlessly with your CRM, marketing automation, and sales engagement tools. Gartner noted that, technology supports highly productive sellers by “giving accurate insights into customers’ engagement/sentiment during meetings.”
3. Focus on Responsible AI Practices: With AI playing an increasingly central role in revenue enablement, it’s crucial to choose a platform that prioritizes data privacy, security, and ethical use of AI. Ask vendors about their data governance practices, how they handle AI-driven decision-making, and what safeguards are in place to protect against bias and inaccuracies. Forrester notes in its Wave report that “AI technology must be deployed with safeguards for customer data and privacy concerns.”
4. Invest in Platforms with Long-Term AI Roadmaps: AI is still evolving, and the best vendors are those that are continuously innovating. We believe Forrester’s Wave evaluation of revenue enablement platforms highlights the importance of choosing a vendor that is committed to innovation and has a robust AI roadmap (Forrester). Look for platforms that not only meet your current needs but also have a clear vision for the future of AI in revenue enablement.

Key Takeaway

AI is transforming the revenue enablement market, offering new opportunities to improve efficiency, personalize experiences, and drive better sales outcomes. As you evaluate platforms, focus on those that use AI to deliver real value – whether through personalized learning, content creation, or buyer engagement insights. By choosing the right platform, you’ll be well-positioned to harness the power of AI and future-proof your revenue enablement strategy.

By following these guidelines, you’ll not only stay ahead of the curve but also ensure that your investment in AI-driven revenue enablement delivers measurable business impact. As the market continues to evolve, staying informed about AI’s role in revenue generation will be key to your success.

Forrester, The Forrester Wave?: Revenue Enablement Platforms Q3 2024, Eric Zines, 27 August 2024

Gartner, Market Guide for Revenue Enablement Platforms, Melissa Hilbert, et al, 7 August 2024

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