forbes.com
GenAI Adoption Accelerates, Reshaping Sales and Marketing Strategies
A Marketbridge study reveals that 66% of senior executives from large technology organizations believe AI will help smaller companies rapidly evolve their product portfolios; early adoption of generative AI in sales and marketing is already underway, with 49% of senior managers using it for research and reporting and 24% for customer support.
English
United States
OpenaiHoneywellMarketbridgeProsper Insights & AnalyticsValoir
Ron McmurtrieRebecca Wettemann
- What is the immediate impact of GenAI adoption on sales and marketing strategies?
- Generative AI (GenAI) adoption in sales and marketing is accelerating, with 49% of senior managers already using it for research and reporting, and 24% for customer support. This early adoption signifies a significant shift in GTM strategies, favoring organizations that swiftly integrate AI to automate processes and personalize interactions.
- How will the varying adoption rates of GenAI among large and small companies shape the competitive landscape?
- The Marketbridge study reveals that 66% of senior executives in large tech firms believe AI will benefit smaller competitors, enabling faster product portfolio evolution. This highlights a potential market disruption, where adaptability and AI integration will be key differentiators for success. Large companies anticipate a 5-10 year adjustment period, while smaller companies predict stabilization within two years.
- What are the long-term implications of GenAI on organizational structure, product innovation, and business models in sales and marketing?
- Future impacts include restructuring organizations (57% of C-suite executives), innovating product portfolios (53%), and exploring new business models (58%) to leverage AI. This suggests a fundamental shift in how companies operate and compete, demanding proactive adaptation and investment in AI-driven solutions.