The world of B2B sales is undergoing a transformative shift, thanks to generative ai. This shift is being driven by ease of building new features on top of generative AI companies, such as OpenAi.
In the world of SaaS sales tools, the future is becoming increasingly clear: all-in-one platforms powered by AI are set to dominate the landscape.
From acquisitions to feature releases companies known for single point solutions are now growing into platforms an competing against each other for the dominant solution.
The Rise of All-in-One Platforms:
The trend towards all-in-one platforms is not new, but the incorporation of AI has accelerated it. Companies like HubSpot and Salesforce are leading the charge leveraging their extensive data sets to develop AI-powered features that enhance every aspect of the sales process.
Other sales tools are battling it out to create all in one platforms. Vendors like 6Sense, Clari, Gong, and Outreach are all rolling out features powered by generative artificial intelligence into their solution. Ai allows them to build features other vendors are known for to create an all in one platform.
For instance, Gong, which has made a name for itself with its sales call recording capabilities, is now expanding into emails.
Meanwhile, Outreach, known for enhancing sales engagement, including email, is stepping up its game by venturing into the call recording arena, a space where Gong has traditionally been dominant.
Clari recently announced it acquired Groove, a prospecting and sales engagement company. With the goal to create the "First Complete Revenue Platform".
Leaving companies with a choice of keep both solutions, which would be a waste of money, or consolidate vendors into one solution.
If every company can do the same or similar things, companies will lose their competitive moats.
Companies relying heavily on ChatGPT or similar AI technology must quickly differentiate their offerings or risk becoming merely a feature of a rival's platform - John Burke
Spotlight on Key Players:
Lets focus on some of the key players in this space and how they treading into new waters gearing up for a platform play.
- Adaptive Revenue Analysis: Clari's latest feature uses AI to offer real-time revenue operation insights.
- Revenue Operations Platform: Now equipped with AI-driven forecasting and pipeline inspection, it boosts sales execution.
- Enhanced Forecasting Algorithms: Clari's algorithms now offer more personalized and accurate predictions.
- Integration Capabilities: Clari has broadened its horizons by integrating with other AI tools, providing a holistic revenue analysis solution.
- Deal Intelligence: Gong's new feature leverages AI to scrutinize sales interactions, offering insights into deal health.
- Revenue Intelligence Platform: This platform now includes AI-driven insights, aiding sales teams in understanding customer preferences.
- Enhanced Conversation Analytics: Gong has amplified its analytics capabilities, offering a deeper analysis of sales interactions.
- CRM System Integration: Gong's integration with various CRM systems ensures seamless data analysis.
- Prospect Intelligence Platform: LeadIQ's new AI-driven platform aids in identifying and engaging potential clients.
- Enhanced Data Accuracy: Improved algorithms ensure data accuracy and validation.
- Sales Tool Integration: LeadIQ's integration with various sales tools enhances the prospecting experience.
- Automated Outreach: AI-powered automated outreach streamlines the prospecting process.
- AI-Powered Sales Engagement: Outreach's new features enhance sales engagement and productivity.
- Sequences and Automation: AI-driven sequences and automation aid sales teams in effective prospect outreach.
- Predictive Analytics: New predictive analytics features offer insights into sales trends and customer behavior.
- Enhanced Tool Integration: Outreach's integration with other sales and marketing tools ensures a cohesive sales engagement experience.
- Chorus, a feature within ZoomInfo’s conversation intelligence platform, harnesses the power of generative AI to transform the post-meeting experience. Here's how:
- Efficient Summaries: Chorus captures the essence of meetings, highlighting key moments and generating a concise list of action items. No more sifting through hours of conversation to find the main points.
- Enhanced Focus: With Chorus taking care of note-taking, participants can fully immerse themselves in the conversation, addressing pain points and building relationships without distractions.
- Preset and Custom Plays: Users can now choose from a vast list of tried-and-tested plays or craft their own tailored strategies to align with their business objectives.
- Automation at Scale: Automated actions that allow teams to scale their processes, ensuring consistency and efficiency across the board.
Proprietary Data Sets as a Differentiator
The key differentiator in this war of AI tools could very well be data. These unique, proprietary data sets can provide insights to solve complex problems for customers and offer a competitive edge for both companies.
The question that arises is: Will these data sets become the protective moat that determines the winner?
By training an AI model on proprietary data, companies can develop features and capabilities that are specific to the companies.
Ex: If a company like Gong used proprietary data sets, amassed over years of customer interactions, this can help guide sellers in course of action throughout the deal cycle to craft emails, follow ups, and track deal flow.
This data can also be fine-tuned for a specific use-cases possibly based on verticals.
As these platforms continue to evolve and improve, they will redefine the sales process, delivering greater efficiency, effectiveness, and insights.
The challenges faced by B2B vendors remain consistent - sales, pipeline, and marketing. However, with the integration of generative AI for sales, solutions are more accessible than ever.
The ongoing competition among B2B sales AI tools is not merely about advanced AI or feature count. It's about harnessing unique data and learning models to deliver unparalleled value.