February 17, 2021

Role of AI in Integrating Sales and Marketing

In today’s age, we are surrounded by Artificial Intelligence. AI is more common in our everyday life than you may think.

Written by

Harsh Gupta

In today’s age, we are surrounded by Artificial Intelligence. AI is more common in our everyday life than you may think. It is AI that makes Alexa answer our queries, Facebook suggests us friends and Netflix recommend us new movies.

In marketing, AI enables scalable growth, drives profits, and allows marketers to create personalized experiences for their customers that cost remarkably less than traditional marketing campaigns. AI technologies also create essential opportunities that facilitate better integration and collaboration between marketing and sales, bringing about an increase in profit and a more efficient pipeline.

After working with (tens of ) hundreds of companies at, we present you the 4 ways we believe, in which AI is helping increasing collaboration between sales and marketing.

1. Enabling one-to-one value marketing

AI-powered predictive content tools help marketers simultaneously deliver more customized experiences to their customers and lighten their workload. These marketing tools can scan your site for blog articles, case studies, white papers, ebooks, videos, etc. After all the data is gathered, the program predicts which collateral will appeal to which customer segment. Insights can be used to attract customers across email, web, social, and mobile channels for a full omnichannel approach. This results in highly personalized one-to-one value marketing that previously could not be achieved without high cost and scaling.

2. Agreeing on Qualified Leads and Accounts

Generally, one of the most difficult areas of alignment is agreeing on what qualifies a lead or an account-based marketing scenario, which makes for an “ideal customer profile.” In the existing lead and account scoring tools and strategies, it can be not easy to set up scoring in a meaningful way that aligns broad audiences, product offerings, and sales tactics.

Predictive lead scoring and predictive account scoring tools provide value where other solutions may not, resulting in a stronger foundation between sales and marketing. These tools can scan the internet for digital signals to find prospects that match the brand’s ideal customer profile. All marketers have to do is work together with sales to identify those “perfect” customers.

3. Deriving Insights from Analytical Reports

Platforms powered by AI are not only capable of collecting and consolidating marketing metrics — they enable marketers to derive meaningful analytical insights and applications out of that data and apply it to personalize interactions with their customers.

A good platform, monitors all the metrics, detects anything that needs the marketer’s attention and makes some basic changes or adjustments as required. Sales and marketing can use powerful data points and insights gathered with these tools to apply creative solutions and effective engagement.

4. Focusing on Creating a World-Class Strategy

Programs that use artificial intelligence can easily gather and integrate data, refine customer profiles, select and send next-step content to leads, and perform other monotonous tasks. This gives the marketing and sales team more time to focus on developing remarkable strategies that can be used to create valuable customer experiences.

Artificial Intelligence has opened a lot of doors for marketers and sales reps, and there is still time to hop on board before your competitors.

Machine learning and AI should be applied in both the marketing and the sales department to be better suited to carry out organized and impactful efforts. Whether it’s improved collaboration on identifying leads, content delivery, messaging, analytics, or strategy, AI technology serves up great opportunities to collaborate internally and drive efficient customer engagement.

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