This AI Trend Is A Lie

AI sales forecasting promises to predict deal outcomes but fails to account for unique deal complexities. Blue Bowen, Research Principal at G2, explains why revenue intelligence tools that rely on historical data fall short in enterprise sales environments. He discusses how AI struggles with contextual nuances that make each B2B deal distinct and why current forecasting technology remains an imperfect science for predicting sales outcomes. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's a host of the Martech Podcast, Benjamin Shapiro.

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  I'm Benjamin Shapiro and joining me today is Blue Bowen, the Research Principal at G2, the world's largest software marketplace where companies build reputation and drive growth. And today, Blue will share how AI is rewriting B2B buyer behavior and what sales leaders must do to adapt. What's one AI use case you think is totally overhyped right now?

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  I would say a little bit of the sales forecasting revenue intelligence capabilities. It relies on historical data to predict your next best action, tells you if a deal is at risk. I think each deal is so unique and it has its own complexity, especially in enterprise, that it's not a perfect science right now. So I would say that one's a little bit overhyped.

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  Yeah, it's funny, AI doesn't have the context yet to be able to predict the future. It's still analyzing past behavior and making a lot of assumptions.

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  Yeah.

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  But fundamentally forecasting, not to say that it's not an art or a science, but it is always some sort of a guess of what is going to happen. So it makes sense that artificial intelligence is struggling to predict the future as well. All right, that wraps up this episode of the Martech Podcast. Thanks to Blue Bowen, the research principal at G2 for joining us. If you'd like to contact Blue, you could find a link to his LinkedIn profile in our show notes or on martechpod.com, or you could visit his website, which is G2.com. If you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or follow us on YouTube and we'll be back in your feed every week. All right, that's it for today. But until next time, my advice is to just focus on keeping your customers happy.

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  Thanks for listening to the Martech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit ihereverything.com.