001 Chapter 1 The New Mandate: Growth Where Technology Makes the Difference Connecting to Data with AI in a Post-API World Chapter 2 Harmonizing Your Data with AI Making Smarter, Faster Decisions with AI-Assisted Insights Introduction Staying Sentinel Connect. Unify. Analyze. Visualize. Act. Rise of the Revenue Operations Machine The B2B buyer’s journey is growing increasingly complex. At the same time, marketing is getting a bigger seat at the executive table with record-high technology budgets that are expected to surpass those of CIOs this year. To top off this added complexity and growing accountability, buzzed-about advances in data analytics have stakeholders assuming marketing can seamlessly report on the evolving landscape in which they operate. Yet many digital marketers and their leadership remain in the dark. Even as the B2B buyer’s journey and overall B2B purchase lifecycle grows more complex, the processes used to connect, harmonize, & analyze sales, marketing and customer success data is extremely challenging. Bigger budgets and more sophisticated buyers mean more marketing technologies and tools within marketing stacks. This in turn means more diverse data sources in more formats to integrate — today, next month, and for the foreseeable future. Data and analytics are a mainstay, and marketers must look to new technological breakthroughs to make these processes as fluid and scalable as possible. Few technological advances complement revenue operations as well as artificial intelligence (AI) and machine learning. Playing a key role in everything from data integration, kpi calculation, to insight generation, AI enables revenue operations to scale while never missing an insight. Robotic Process Adoption In the last few years, AI and marketing-based analytic data models have made it possible to do things that marketers have talked about for decades. This conversation has become reality thanks to on-demand computing power, increasingly connected users, and advances in AI. That means marketers can drive better marketing performance across the entire B2B buyer’s Journey while understanding Impact and ROI properly for the first time. This paper discusses how AI is enabling the future of B2B Go-to-Market Kwanzoo