002 Chapter 1: The New Mandate Growth Ultimately, AI will support the new mandate: driving growth. But what does growth look like? Essentially, it breaks into three main goals: Performance: Optimizing performance across every tactic, campaign, channel, audience segment, product line, and market Impact: Connecting marketing performance with sales and revenue across new and existing customers Lifecycle: Improving customer experiences across the entire customer journey Keeping in mind these new expectations is key to understanding the significant impact AI will have. Where Technology Makes the Difference AI and machine learning are extremely complementary to B2B Revenue Operations because of the efficiency and adaptability they lend to your analytics and reporting system. This is especially apparent when it comes to prioritizing the various optimizations of your marketing, sales and success efforts. If there’s been one constant in marketing, sales and customer success (otherwise known as revenue operations) it has been rapid change. The ability of a system to improve its intelligence by leveraging crowd-sourced knowledge provides rev-ops teams with real benefits, including: Rapid time to value in connecting and unifying data from disparate sources Automating and future-proofing data models for scale and maturity Shrinking optimization cycles into hourly and daily windows instead of weeks Providing a single source of truth and direction for all customer facing teams Connecting to Data with AI in a Post-API World According to the latest Chiefmartec MarTech Landscape, there are over 5,000 different solutions available to marketers today — all of which generate data and insights. From these, marketers pick the combinations that help them manage campaigns and engagement data on a daily basis. With this amount of diversity, B2B marketers in particular quickly encounter the limitations of using APIs exclusively when it comes to connecting and aligning their data and rolling it up to the account level. (If you’re new to the API concept, in data analysis these are the protocols in technology platforms that allow you to pull data out.) Kwanzoo