Capitalizing on AI
Supercharge Marketing, Sales, and Customer Success growth by selecting the right AI initiative.
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 |
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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.
| Name | Actions |
|---|---|
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Capitalizing on AI
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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.
| Name | Actions |
|---|---|
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AI Use Cases
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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.
| Name | Actions |
|---|---|
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AI Evaluation Tool
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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 |
|---|---|
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Capitalizing on AI Executive Presentation
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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. |
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| 1.2 Identify possible AI use cases and software that would meet these goals. |
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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 |
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| 2.2 Flesh out the use cases with pain points, metrics improved, expected value, data required, and organizational readiness for adoption. |
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| 2.3 Identify any legal or ethical concerns using the guidelines established by your AI council. |
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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. |
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| 3.2 Categorize opportunities |
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| 3.3 Shortlist top AI solutions |
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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. |
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| 4.2 Categorize opportunities. |
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| 4.3 Decide on AI powerhouse opportunities. |
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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. |
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| 5.2 Gain executive approval and move forward with the AI initiatives. |
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