As a demand-gen guy, my objective is to coherently position my client as the expert, and their platform as a premier, comprehensive choice.
AI is at the heart of your offering. It is what gives your enterprise application, wings.
Unfortunately, what stakeholders often misunderstand, is camouflaged in the features/benefits.
I have compiled six important considerations for product marketers. If these can be articulated in the early part of the demand generation process, your authority as a qualified technology partner is established.
For this article, I am referring to Business Intelligence platforms. However, it applies to AI integrated into Customer Service, Process Automation, Supply Chain Optimization, etc.
Overselling AI —
I mentioned AI gives your platform wings. While metaphorically applicable, it doesn’t instantly take flight. Stakeholders need to understand, with compassion, that AI integration is a ‘process’. It requires lining up the right components such as data and training.
This is not negative. This is what gives those responsible for implementation confidence that they are dealing with the right, supportive, partner.
AI makes BI what it should be —
Again, I use BI as an example, but it translates to all. Many stakeholders believe that AI is an upgrade to existing BI tools. It is important to emphasize that the presence of AI, to the platform users, transcends, by far, the abilities of those tools.
The presence of predictive analytics, deeper insights, process automation, make AI the solution, not a component. The buyer needs to know the acquisition of new BI tools, must have AI integrated at every level.
AI and ‘good’ Data are symbiotic —
If you want to be the authority on implementing AI, translate the role Data plays up front.
Once the importance of clean, structured data is emphasized as crucial to success, the process of isolating high-quality data can begin.
The time and aggravation saved will be well worth the marketing efforts to inform and educate the stakeholders early in the process.
4. AI requires Homogeneity —
Position your company as the foremost authority on implementation. Aside from the cost of acquisition, ensuring the selection of the right platform, implementation related fears can stifle, even stall progress.
Deal with it early. It will not be plug-n-play. The entire technological environment, systems and infrastructure, must be hospitable to integration. Ensuring skilled personnel can manage the AI modeling going forward, sets you up as the authority.
5. AI still needs humans —
This sort of goes back to not overselling AI. More importantly, AI should never be positioned as a replacement for human involvement. AI is not a ‘set it and forget it’ situation.
While AI provides spectacular autonomy of process, it still requires human validation. AI is most successful when it is an interactive venture. Over reliance on AI to do the thinking for humans will not provide optimum results.
6. ROI is subjective —
Unlike standard ‘optimization’ platforms, AI doesn’t provide a definitive, assured return on investment, within a given timeframe.
Making this clear up front provides a basis for being the foremost authority to partner with. AI, especially featuring predictive analytics, requires historical, highly reliable, structured data.
The most attractive benefits of AI are manifested over time. Providing leadership on implementation protocols ensures the quickest path to ROI.
In summary —
You've likely noticed that in all these suggestions for properly educating your prospective stakeholders, there are no specific product features or benefits.
You offer a comprehensive, often complicated, solution. So does every other company in your space.
How do you set yourself apart? Set yourself up as the premier authority first. Articulate to the stakeholders that you know what’s on their minds, start there.
Second Sight, as your Demand Gen Business Development partner, understands the process of bringing the prospect to the table. It involves setting you up as the ‘go to’, with answers up front and a product that delivers on its promises.
-JF
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