Capitalizing on AI

Supercharge Marketing, Sales, and Customer Success growth by selecting the right AI initiative.

Thought Model: Capitalizing on AI

Member Challenge

There are many obstacles and challenges that we see when marketers are selecting and implementing an AI initiative. These obstacles include:

  • A lack of confidence in Marketing's technical expertise
  • Resistance to AI technology
  • Technical resource constraints
  • A lack of structured data for AI learning
  • Ethical concerns about the new technology

Our Advice

Critical Insight

AI is here. Cut through the hype and start with the right initiative. Supercharge revenue growth, accelerate operational efficiency, and increase cost savings with the right AI initiative. Evaluate AI applications according to the value they will bring and your company’s readiness to implement. Prioritize those AI initiatives with the highest value-readiness score to deploy across Marketing, Sales, and Customer Success.

Impact and Result

After working through this research, you'll come away with the ability to:

  • Identify and prioritize the most impactful and realistic AI initiatives for the organization.
  • Identify metrics that will be improved through leveraging AI for growth.
  • Develop internal AI capabilities.
  • Move forward with an agile adoption of AI initiatives.

Research & Tools

Name Actions

1. Capitalizing on AI deck – Drive revenue, save costs, and increase operational efficiency with the right AI initiative

The Capitalizing on AI storyboard will guide you in how to select AI initiatives that are golden opportunities, focusing on those that have a high value and that your organization is ready to implement.

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Capitalizing on AI

2. AI Use Cases – A comprehensive repository of AI use cases across the Technology and Marketing Management framework.

Use this comprehensive library of AI use cases from across the Technology and Marketing Management framework to identify the AI use cases best suited to deliver value to your organization.

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AI Use Cases

3. AI Evaluation Tool – An interactive tool that allows you to score and rank your highest-scoring AI initiatives.

Flesh out your AI use cases and create AI initiatives with assigned value and readiness scores. Rank and present your highest-scoring AI initiatives.

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AI Evaluation Tool

4. Capitalizing on AI Executive Presentation – Capitalize on AI with this executive presentation to get buy-in and get started on your AI initiatives.

Present your highest-ranked AI initiative to your executive committee so that you can get approval, budget, and resources to move forward with high-value AI initiatives.

Name Actions
Capitalizing on AI Executive Presentation

Onsite Workshop: Capitalizing on AI

Onsite workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost onsite delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.

Do-It-Yourself Implementation

The slides in this Best Practice Blueprint will walk you step-by-step through every phase of your project with supporting tools and templates ready for you to use.

Project Accelerator Workshop

You can also use this Best Practice Blueprint to facilitate your own project accelerator workshop within your organization using the workshop slides and facilitation instructions provided in the Appendix.

Module 1: Identify Marketing-Supported Business Goals

The Purpose

Identify and align your AI strategy to your business goals.

Key Benefits Achieved

Identify top AI use cases that support your business goals, as well as possible vendors.

Activities Outputs
1.1 Identify SMART marketing-supported business goals that create value.
1.2 Identify possible AI use cases and software that would meet these goals.
  • SMART marketing-supported business goals
  • AI strategy goals
  • List of metrics to improve with AI strategy

Module 2: Brainstorm

The Purpose

This a whiteboarding session where we brainstorm all possible use cases that support the identified business goals. We then flesh out each use case into an AI initiative.

Key Benefits Achieved

Create a longlist of AI use cases. Flesh them out with pain points, metrics improved, expected value, data required, readiness to implement. Identify any legal or ethical concerns.

Activities Outputs
2.1 Create a longlist of possible AI solutions
2.2 Flesh out the use cases with pain points, metrics improved, expected value, data required, and organizational readiness for adoption.
2.3 Identify any legal or ethical concerns using the guidelines established by your AI council.
  • A longlist of AI use cases complete with all the information necessary to gauge their suitability

Module 3: Create AI Initiative Shortlist

The Purpose

Create a forum to discuss the long list of opportunities. Categorize and short list the top AI initiatives.

Key Benefits Achieved

A shortlist of AI initiatives and a comprehensive group review by decision-makers.

Activities Outputs
3.1 Gather decision-makers to discuss the long list.
3.2 Categorize opportunities
3.3 Shortlist top AI solutions
  • AI initiative shortlist

Module 4: Scoring Initiatives

The Purpose

Score the AI initiatives according to value and readiness. Periodize your AI powerhouse initiatives.

Key Benefits Achieved

Uncover your golden opportunities with your high-value and high-readiness AI initiatives

Activities Outputs
4.1 Gather decision-makers to discuss the shortlist.
4.2 Categorize opportunities.
4.3 Decide on AI powerhouse opportunities.
  • AI initiative value-readiness assessment
  • Possible vendors for each AI initiative

Module 5: Next steps and wrap-up (offsite)

The Purpose

Get executive approval to move forward with AI initiatives.

Key Benefits Achieved

Get to “go” on high value-readiness AI initiatives.

Activities Outputs
5.1 Build the AI initiative executive presentation, including the highest value-readiness initiatives, benefits, and metrics.
5.2 Gain executive approval and move forward with the AI initiatives.
  • AI initiative executive presentation