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Revenue Maker’s Roundup: The Evolving World of AI Strategy 

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AI is reshaping every aspect of business, and revenue leaders face a critical challenge: how to effectively implement AI without losing the human elements that drive success.  

On our Revenue Makers podcast series we explored this theme through conversations with distinguished leaders who are navigating the revolution in different ways.  

Here are their insights on implementing AI strategically, staying competitive in an AI-driven marketplace, and maintaining the human touch in customer relationships. 

You’re Leaving Money on the Table if You’re Not Adopting AI 

CMO AI advisor and marketing strategist Nicole Leffer’s career path has evolved almost as dramatically as AI technology. From leading marketing for a chocolatier to consulting for various SaaS organizations, she found her calling when she implemented AI tools for her marketing team in 2021. That early adoption gave her new insights into AI’s potential, leading her to become a trusted advisor helping marketing teams and GTM leaders harness the technology effectively.  

Nicole warns against delaying adoption of AI, arguing that it will likely become as commonplace as tools like email and search engines. However, she also says that success with AI isn’t about keeping up with every new development but rather about strategic implementation. She recommends: 

  • Starting with one foundational tool (like ChatGPT or Claude) before adding specialized solutions or trying to follow multiple AI tools at once 
  • Creating clear parameters about what can and cannot be shared with AI tools 
  • Establishing dedicated channels for sharing AI wins and best practices 
  • Using AI as a strategic partner for planning and ideation, not just content creation 

When it comes to content strategy, Nicole stresses the importance of using AI to enhance rather than replace original thinking: “The first thing you want to do to stand out in an AI content driven world is use your own ideas.” She suggests providing AI with your unique insights, transcripts, or bullet points rather than relying on it to generate concepts from scratch. 

Adapting and Incorporating a Rapidly Evolving Technology 

As a senior operating advisor at Hellman & Friedman, Heidi Melin works with dozens of public equity portfolio companies wrestling with AI adoption. “Everyone feels like they’re behind,” she notes, but adds this is natural given the technology’s rapid evolution.  

Heidi identifies two distinct AI opportunities for marketing teams to focus on: 

1. Product Integration: Determine how to embed AI capabilities into your products. 

2. Internal Productivity: Use AI to enhance operations and improve efficiency. 

For CMOs looking to drive AI adoption, she recommends starting with existing technology partners, participating in beta programs testing their capabilities. Heidi highlights the potential for AI to tackle marketing’s persistent data quality challenges, suggesting teams work with established vendors who are investing heavily in AI. 

Heidi also points out AI’s promise for content generation, though she echoes Nicole’s sentiments about using it to enhance existing processes rather than attempting complete automation. “I don’t think it replaces the folks creating content, but it can improve productivity and speed to market,” she says. 

Marketing’s Role in AI Acquisitions 

In this episode, Salesloft CMO Randy Littleson shares how the company’s acquisition of Drift represents more than just a merger of brands — it’s a strategic move to unite sales engagement with digital buying signals through AI-powered integration. The combination allows Salesloft to use website engagement data and chat dialogues to automatically generate personalized sales follow-ups, addressing the increasingly complex B2B buying process. 

Randy sees AI as a force multiplier for sales and marketing teams but emphasizes targeted implementation over broad application. “I think AI is going to raise the floor more than it’s going to raise the ceiling,” he says, noting that while top performers might see modest gains, the technology can improve consistency across the broader sales organization. 

The 6sense Team

6sense helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team.

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