AI doesn’t just help sales reps work faster. When used right, it can also help them stand out in crowded inboxes and build stronger customer relationships.
Here’s what go-to-market experts from Revenue Reimagined, Chris Cicconi Inc., and Tech Sales Mastery have to say about using AI to get closer to your customers.
Revenue Reimagined’s Adam Jay on automating account research
Business pain points and priorities—the kind that help you drive discovery, tailor your demos, and craft meaningful messaging—are often readily available across the web.
The trouble for reps is knowing exactly where to find this information and making sense of it quickly.
“The best sellers know their customers deeply,” said Revenue Reimagined co-founder and CEO Adam Jay. “They know the pain, the state of the business, the business priorities, the team, the competition. That’s a lot of work. To go scrape their website and really understand…that’s hours and hours of time and hours and hours of money and a lot of room for error.”
Enter AI, which excels at automatically capturing and rapidly synthesizing massive amounts of info to turn into actionable takeaways.
The key is making sure your tooling has access to data that goes beyond just surface-level signals.
With the help of AI, reps can focus less on hunting for relevant data points and more on having relevant conversations.
AI-powered signal captureCommon Room’s AI-powered signal capture automatically fetches contact, account, and activity data from your first-, second-, and third-party data sources. Our machine learning algorithms process this data and turn it into structured outputs for team members to access, analyze, and action on.
“That’s where I think AI really helps the state of sales today,” Adam said. “These repetitive tasks that you have people doing instead of revenue-producing activities should not be done.”
Deep research is a must. Manual research isn’t.
Chris Cicconi on accelerating customer centricity
Reps can learn a lot from product marketing. Great product marketers use customer learnings to inform product roadmaps and go-to-market strategies.
Of course, the average SDR or AE doesn’t have time to go through each and every call transcript with a fine-toothed comb, let alone launch and dissect a voice of the customer survey.
Reps operate under a ticking clock.
“I’m a salesperson,” said sales expert Chris Cicconi. “Make my life easier for me and then let me take that data and turn that into what I do best, which is connect with people and build that relationship.”
This is another area where AI can help.
For instance, you can use AI to crawl all existing Gong calls and SFDC data related to a specific account—then combine that data with recent earnings calls and annual financial statements—to quickly create a business hypothesis and account approach plan.
“I think from a connecting the dots perspective it can be really valuable,” Chris said. “Like, how does what we do tie into what they do? How does what we solve tie into what challenges they’re facing? Can you go read their 10-K and figure out what their initiatives are? Things like that.”Data and signal capture agent
RoomieAI™ Capture automatically captures, synthesizes, and analyzes account-level insights from the public web and your internal data sources, all based on your custom configuration. This information is then summarized and delivered to reps in Common Room’s sales workbench.
Once you know what your customers care about and why, it’s that much easier to establish trust and credibility.
Tech Sales Mastery’s Chris White on getting inside your customer’s head
According to Tech Sales Mastery’s Chris White, there are two types of losers when it comes to AI: Those who ignore it and those who try to use it to replace human beings.
The winners are those who use AI to give human beings superpowers—one of those being the ability to get into the heads of budget holders.
Chris uses the metaphor of the decision-maker’s whiteboard. Imagine a CEO sitting in their office with a whiteboard on the wall behind them.
“What’s on the whiteboard?” Chris said. “It’s usually challenges, major objectives, strategic initiatives—the things they care about. Use AI to identify what’s on the decision-maker’s whiteboard and weave that into your messaging.”
Another superpower AI unlocks? The ability to craft that messaging instantly.
With the right tooling in place, reps can generate hyper-personalized, hyper-relevant messaging for every prospect in their book of business in real time.
Data and signal activation agentRoomieAI Activate crafts highly personalized, highly relevant messaging for every contact in real time using retrieval augmented generation. Send or sequence messaging with a single click or automate outreach from end to end.
“If we’re not using AI to help us identify some of those and then also craft those messages, I think we’re missing something,” Chris said.
Today every sales rep has access to AI technology in one form or another.
What differentiates them is how they use it—and whether that technology is purpose-built to help them do it.
Turn buyer intelligence into pipeline with AI
Get in touch to see how Common Room’s GTM AI shows you how to reach the right person, at the right time, with the right message.