Latest / What is Business Development? / Episode 108: BD Book...Top 3 Tactics from, “Ignite: Your GTM with AI"

Transcript

Episode 108: BD Book...Top 3 Tactics from, “Ignite: Your GTM with AI" · What is Business Development?

• 0:04
  Speaker 1: Welcome to the Business Development podcast, brought to you by
• 0:07
  Speaker 1: the Global Business Development Association, delivering the strategies and tactics
• 0:12
  Speaker 1: to boost your career and corporate growth.
• 0:21
  Speaker 2: Hello BD pros, and welcome to the Global Business Development
• 0:26
  Speaker 2: Association podcast called What is Business Development Now. By now,
• 0:34
  Speaker 2: if you've listened to this show for a long time,
• 0:36
  Speaker 2: you know that AI is no longer optional. That's right,
• 0:41
  Speaker 2: artificial intelligence. It's no longer an option. And the question
• 0:46
  Speaker 2: is not if, but how fast you will adapt? Well,
• 0:51
  Speaker 2: we'll get you accelerated in your adoption rate with this
• 0:55
  Speaker 2: new book that just came out called Ignite your GTM
• 1:00
  Speaker 2: with AI. But before we get into that, let's talk
• 1:04
  Speaker 2: about how we can ignite your career in business development.
• 1:08
  Speaker 2: Grab yourself a copy of the Business Development Body of Knowledge.
• 1:11
  Speaker 2: It's available on Amazon. And then when you read the book,
• 1:15
  Speaker 2: you can go ahead and get your certification done at
• 1:18
  Speaker 2: the Global Business Development Association website and complete your BDP
• 1:24
  Speaker 2: your Business Development Professional certification and that's at Gbdassociation dot org.
• 1:32
  Speaker 2: And if you get some value out of this show,
• 1:34
  Speaker 2: give us a like, follow us and subscribe to our
• 1:41
  Speaker 2: channel love to get your feedback. It's great for learning
• 1:45
  Speaker 2: on the go with some fantastic minds that we bring
• 1:48
  Speaker 2: to this show. Every like, every save, every subscribe helps
• 1:53
  Speaker 2: us bring these brilliant minds to you. And today we're
• 1:56
  Speaker 2: going to talk about the brilliant minds that came together
• 2:00
  Speaker 2: to produce the book that you see here. It's called
• 2:02
  Speaker 2: Ignite Your GTM with AI. So that's Ignite your Go
• 2:06
  Speaker 2: to Market with AI. It's the definitive playbook for AI
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  Speaker 2: driven growth from industry leaders, and there's a whole host
• 2:15
  Speaker 2: of top minds that came together to write this book.
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  Speaker 2: But today we have one of the co authors from
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  Speaker 2: the book, and that's Jonathan Carfort. And Jonathan also goes
• 2:28
  Speaker 2: by Coach A or just simply coach. So, folks, let
• 2:33
  Speaker 2: me tell you a little bit about Jonathan. And Jonathan
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  Speaker 2: he's an AI and go to market strategist. He's passionate
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  Speaker 2: about transforming how business has harnessed AI for real impact.
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  Speaker 2: He has over fifteen years in revenue excellence, enablement and
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  Speaker 2: go to market acceleration. He's successfully developed and implemented transformative
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  Speaker 2: enablement programs for global or organizations, fortune five hundred companies
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  Speaker 2: and startups. So let's give him a very warm welcome
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  Speaker 2: to the show and Coach k let's bring it to
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  Speaker 2: the stage. Coach, welcome, Tony.
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  Speaker 3: Thank you for having me. I appreciate that kind words
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  Speaker 3: and the awesome intro. I need to bring you around
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  Speaker 3: and do all the introess for me. That's great.
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  Speaker 2: Yeah, well, you know, it's great to have you on
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  Speaker 2: the show representing the whole team that came together to
• 3:27
  Speaker 2: write this book and some real top minds that came
• 3:30
  Speaker 2: together and producing this. So I'm really excited to hear
• 3:33
  Speaker 2: from you and learn a little bit more about the
• 3:36
  Speaker 2: book and what our listeners can do to apply some
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  Speaker 2: of the top learnings from that book. So, Coach, can
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  Speaker 2: you tell us a little bit about how you got
• 3:45
  Speaker 2: into business development and why did you guys write the book.
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  Speaker 3: Yeah, well, first again, thank you for having me. I
• 3:52
  Speaker 3: appreciate the time. I'm technically the time I have at
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  Speaker 3: moments right now as a VP of gtam's Strategy and Marketing,
• 3:59
  Speaker 3: and I do work closely. We have a business development
• 4:01
  Speaker 3: team who I work very very closely with and obviously
• 4:04
  Speaker 3: you know, business development marketing go hand in hand really well,
• 4:08
  Speaker 3: so I'm very close with them. But in the past
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  Speaker 3: my job was enablement, so I was the one enabling
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  Speaker 3: business development teams of how to actually develop business or
• 4:20
  Speaker 3: to create more business through you know, prospecting other means,
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  Speaker 3: and also worked with the marketing team, so I usually
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  Speaker 3: was the bridge person of making sure that things happen
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  Speaker 3: between both marketing business development. So it puts me in
• 4:31
  Speaker 3: a in a fun spot kind of know the world
• 4:33
  Speaker 3: of both sides, you know. So the book itself, I
• 4:36
  Speaker 3: get to a quick story about the work if that's okay.
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  Speaker 3: So we're in an AI startup. The world I'm in
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  Speaker 3: with tech is incredibly noisy, the go to market tech
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  Speaker 3: tech is very noisy, with a lot of different tech
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  Speaker 3: stack coming out and we the team did not have
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  Speaker 3: marketing before I joined, and we started the marketing program
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  Speaker 3: in February. It's only not even a year old yet
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  Speaker 3: and they asked me to take it on. So even
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  Speaker 3: though I don't don't have classically a marketing background, I
• 5:03
  Speaker 3: have my MBA in marketing and I love anything around
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  Speaker 3: the topic around revops and AI, so I know the market,
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  Speaker 3: but I don't know marketing. So it's been a lovely
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  Speaker 3: fun time and through the year we have some themes
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  Speaker 3: that we've done to make sure we can help the market.
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  Speaker 3: So my opinion in marketing is that I'm always giving
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  Speaker 3: value to the ICPU, to our to our customers or prospects.
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  Speaker 3: And I don't mean value as in fluffy. I mean like,
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  Speaker 3: what's genuine value that will actually provide help that someone
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  Speaker 3: would actually pay for, that brings more to them that
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  Speaker 3: does to me for free or for cheap, you know.
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  Speaker 3: So throughout this last year, we've done things like we
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  Speaker 3: released a two hundred plus prompt library on the website
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  Speaker 3: which is free. We release reports, and I give guides
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  Speaker 3: all the time on how to do AI transformation or
• 5:47
  Speaker 3: AI applications for different teams like business development or marketing
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  Speaker 3: or sales or whoever. So I've done a lot to
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  Speaker 3: make sure we're always providing value that's genuinely good and
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  Speaker 3: not just fluff, because I hate fluff people who say
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  Speaker 3: they give value stuff it was fluffy. I hate that.
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  Speaker 3: And so in about June or July, my CEO came
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  Speaker 3: to me. It was on a weekend and I'm an
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  Speaker 3: AI nerd, so I was up late on a Saturday
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  Speaker 3: night geeking out AI and he slacked me. He goes, hey,
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  Speaker 3: you up, but yes, of course, he goes hey, I
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  Speaker 3: have an idea. I want to write a book. I'm okay,
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  Speaker 3: well tell me about it. And I thought, based on
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  Speaker 3: how he described it to me, he wanted me to
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  Speaker 3: write the book for him. I was like, when am
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  Speaker 3: I gonna have tied to write you a freaking book?
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  Speaker 3: And then we met on Monday, because it was a
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  Speaker 3: Saturday night when he messaged me. We met on Monday,
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  Speaker 3: and then he described to me what he wanted to do.
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  Speaker 3: He's like, no, no, no, I don't want you to write
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  Speaker 3: a book. I wanted to get contributors to write the book,
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  Speaker 3: and we interview them. Like, that's even better. I love it.
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  Speaker 3: So we tagged teham and I'm calling it now the
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  Speaker 3: chicken soup for the soul, but instead of that, it's
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  Speaker 3: AI for going to market. It's kind of like that
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  Speaker 3: same concept. And so he and I interviewed. We each
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  Speaker 3: took half. I interviewed fifteen sixteen people. He interviewed the
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  Speaker 3: other other half. And we took all those interviews and
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  Speaker 3: I used AI to consume it all. I watched all
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  Speaker 3: the interviews. I did them or I watched them, and
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  Speaker 3: I used AI to compile him. I used the thoughts
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  Speaker 3: from both the people who contributed and then our own founders,
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  Speaker 3: and then I put together the book. So I wrote
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  Speaker 3: the book inside and out and edited it and I
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  Speaker 3: had an editor double check me on it, and then
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  Speaker 3: we created the framework, which is called the Intelligence architect
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  Speaker 3: about how do you balance AI power with human power?
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  Speaker 3: Because I think a lot of times right now in
• 7:19
  Speaker 3: the AI world, people are talking about how AI replaces humans,
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  Speaker 3: and everyone I talk to, at least current state it's
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  Speaker 3: more about how AI and humans work together versus replacing,
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  Speaker 3: because there's things that humans need to have happen or
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  Speaker 3: need to do inside of business a least my opinion
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  Speaker 3: that AI is not going replacing anytime soon. And there's
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  Speaker 3: also a lot of things that human do that actually
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  Speaker 3: make up an entire job that never should be a
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  Speaker 3: human job in the first place because it's tedious and
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  Speaker 3: no one likes it and it's unfulfilling and also stuff
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  Speaker 3: so like there are going to be jobs will be eliminated.
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  Speaker 3: But in my opinion, it's kind of like the telephone
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  Speaker 3: switcher back in the thirties or twenties, where like they
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  Speaker 3: switched telephone lines. It's like that no one really got
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  Speaker 3: fulfilling out of switching telephones there will be job displacement,
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  Speaker 3: but I think the good thing is it's going to
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  Speaker 3: give more to human based talented functions that will require
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  Speaker 3: human talent that AI won't do or that we won't
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  Speaker 3: want AI to do in the first place. So that's
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  Speaker 3: what the book talks about, is like how do you
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  Speaker 3: balance those two sides. So again going back to my
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  Speaker 3: original story, we released the book because it fits inside
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  Speaker 3: of the value we can create four people by giving
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  Speaker 3: them a roadmap for free. Like we don't talk about
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  Speaker 3: momentum in the book. We talk about what can you
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  Speaker 3: with AI? Coming from contributors that we respected miner in
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  Speaker 3: the space.
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  Speaker 2: Yeah, this is great, And I like your career trajectory
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  Speaker 2: where you started in business development enablement, which is great.
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  Speaker 2: There are so many pathways in business development and then
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  Speaker 2: you kind of dovetail into marketing. And I think it's
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  Speaker 2: great that you first started in business development with that
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  Speaker 2: solid foundation and then moved into marketing. You have so
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  Speaker 2: many folks that just stay in their silos and marketing
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  Speaker 2: BD or sales and they really never cross pollinate into
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  Speaker 2: these other professional adjacent areas. But very I mean, we're
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  Speaker 2: all on the go to market team and so you know,
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  Speaker 2: that's one reason why I wrote the Business Development Body
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  Speaker 2: of Knowledge is so that folks could have that comprehensive
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  Speaker 2: We go through the entire customer journey, each phase of
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  Speaker 2: the process from awareness marketing to the activation phase business
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  Speaker 2: development conversion which is sales, and then so on and
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  Speaker 2: so forth through the whole customer journey. And so many
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  Speaker 2: BD people when they get to a very senior level,
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  Speaker 2: like cgo, they've never spent a day in the seat
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  Speaker 2: of a marketer. You know, maybe they've done sales. That's
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  Speaker 2: kind of that's kind of common, and so I think
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  Speaker 2: this is this is great. I think a lot of
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  Speaker 2: business developers, as they're kind of planning out their career trajectoration,
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  Speaker 2: probably plan to spend some time in sales in marketing
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  Speaker 2: so they can understand those functions a little bit better.
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  Speaker 2: And there's no better way to learn than by doing
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  Speaker 2: it yourself. And so it it's neat used a great
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  Speaker 2: marketing tactic, which is interview some of your best partners,
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  Speaker 2: interview some of your best possible prospects and customers as well,
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  Speaker 2: and then bundle all that into something that's helpful for
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  Speaker 2: all your prospects in your entire community. So brilliant move
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  Speaker 2: on your part to really pull all of this together
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  Speaker 2: into a really neat book. So let's let's jump into
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  Speaker 2: the top three takeaways from the book. What do you
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  Speaker 2: have at number one? Coach?
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  Speaker 3: The first one is kind of re emphasizing it's not
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  Speaker 3: about replacing humans. It's about really understanding where humans thrive
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  Speaker 3: and making sure you can target on that. I think
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  Speaker 3: another big takeaway is realizing that AI right now is
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  Speaker 3: not a magic bullet, Like I think there's a lot
• 10:47
  Speaker 3: of talk in the market space of like, you know,
• 10:50
  Speaker 3: you give someone access to a tool and all of
• 10:52
  Speaker 3: a sudden, they automatically expect that that's going to automatically
• 10:55
  Speaker 3: change their business and create forty percent more revenue. Also,
• 10:58
  Speaker 3: the crap that's not happening, Like AI needs structure and
• 11:02
  Speaker 3: data and it needs someone to mastermind what's happening in
• 11:06
  Speaker 3: your organization, which is what the book is about, because
• 11:08
  Speaker 3: too many times people have the expectation of throwing a
• 11:10
  Speaker 3: chatbut license at their team and all of a sudden
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  Speaker 3: we get all this cool results and that's not what happens,
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  Speaker 3: you know. So I think that's the number two takeaway
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  Speaker 3: is that you need someone who's willing to do the architecture,
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  Speaker 3: the masterminding of where to use humans, where to use AI,
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  Speaker 3: and then three would be to really get It's kind
• 11:32
  Speaker 3: of funny. The takeaway is that the fundamentals are more
• 11:35
  Speaker 3: important than AI is, which is funny. My opinion is
• 11:39
  Speaker 3: with AI, it is unveiling the weak spots of teams.
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  Speaker 3: So it's marketing, sales bace developed doesn't matter as soon
• 11:47
  Speaker 3: as you get AI involved with anything. It shows you
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  Speaker 3: automatically what you don't have, documented, what data you don't have,
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  Speaker 3: what people are not doing, and it tells you a
• 11:54
  Speaker 3: really good clear picture of all the weak spots, which
• 11:57
  Speaker 3: I think is a good thing. But some people aren't
• 11:59
  Speaker 3: ready for insights, and so the more that someone can
• 12:05
  Speaker 3: focus on the fundamentals of whatever you're doing, the better
• 12:09
  Speaker 3: you are with AI, because then it can just accelerate
• 12:11
  Speaker 3: the fundamentals. But you'd be surprised, Like we have a
• 12:14
  Speaker 3: report we released that is we talk about in the book,
• 12:17
  Speaker 3: but it's a different resource. But we we took a
• 12:20
  Speaker 3: thousand sales calls we took with prospects over six months,
• 12:22
  Speaker 3: which in fact I've been releasing the next version of
• 12:24
  Speaker 3: the next week, and we looked at the patterns and
• 12:27
  Speaker 3: from teams from ten thousand people down to two hundred
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  Speaker 3: or even fifty, the partners were the same where what
• 12:34
  Speaker 3: they were missing was the fundamentals. It wasn't like they
• 12:37
  Speaker 3: needed some magical AI thing to get fixed. They had
• 12:40
  Speaker 3: to get Like you'd be surprised some of people don't
• 12:41
  Speaker 3: have a sales process to find with extracriteria, or they
• 12:44
  Speaker 3: don't have their ICP clearly defined and what the value
• 12:47
  Speaker 3: of their product is to the ICP, like the basics,
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  Speaker 3: where AI can absolutely help you, but it's not going
• 12:51
  Speaker 3: to dictate that. You've got to decide that. So I
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  Speaker 3: think the takeaway is right now, the people who double
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  Speaker 3: down and do the un sexy fundamental work will accelerate
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  Speaker 3: in twenty six because he did the hard work in
• 13:02
  Speaker 3: twenty five and now they're going to just launch off
• 13:03
  Speaker 3: because they're not having to do all the pet We
• 13:06
  Speaker 3: do stuff that people think A will just take care of.
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  Speaker 2: Yeah, great stuff. Okay, let's deep dive each one of
• 13:12
  Speaker 2: these individually if we can. So. Number one you said
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  Speaker 2: was first of all, just kind of get an understanding
• 13:20
  Speaker 2: of what you think as an organization you can optimize
• 13:25
  Speaker 2: with AI, right, like taking an inventory of your activities,
• 13:31
  Speaker 2: your processes, your functions, and try to identify those dull, dirty,
• 13:40
  Speaker 2: dangerous activities that AI is perfect for. I love entering
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  Speaker 2: data into CRM, said no business developer ever in the
• 13:50
  Speaker 2: history of in the history of business development. Right, how
• 13:54
  Speaker 2: soon coach to Please tell me? How soon can I
• 13:56
  Speaker 2: get away from entering data into CRM? Please tell me
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  Speaker 2: it's like tomorrow. I can do this.
• 14:03
  Speaker 3: Well with Momentum, it was yesterday. We've done that for
• 14:06
  Speaker 3: over a year, you know.
• 14:07
  Speaker 2: So okay, yeah, jump into that. Tell me how Momentum
• 14:11
  Speaker 2: does this, like hat, Yeah.
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  Speaker 3: Momentum is a data orchestration platform, so we take conversational
• 14:16
  Speaker 3: data from support tickets, live calls, slack messages, like whatever
• 14:21
  Speaker 3: contact you have with the prospect or a customer. Momentum
• 14:24
  Speaker 3: takes it, attracts it, transforms it, changes it, and puts
• 14:26
  Speaker 3: into your CRM automatically so that a human never has
• 14:29
  Speaker 3: to touch it. So there's a lot of teams who,
• 14:33
  Speaker 3: like you know, the world before, where someone is asked
• 14:35
  Speaker 3: to do twenty five required fields for every opportunity they're doing,
• 14:38
  Speaker 3: so have to fill out these fields to do the thing,
• 14:40
  Speaker 3: which is so annoying. But now in AI, can do
• 14:43
  Speaker 3: all those fields and more so that the fields that
• 14:46
  Speaker 3: maybe marketing needs to know about, or maybe sales needs
• 14:48
  Speaker 3: to know about, or product needs to know about, or
• 14:50
  Speaker 3: the leaders need to know about don't have to rely
• 14:52
  Speaker 3: on a human to be the data enter anymore. Because
• 14:55
  Speaker 3: that is when you think about the core problem. We
• 14:57
  Speaker 3: expect humans to be the data entry people, and that's
• 14:59
  Speaker 3: not what we're good at. We're good at this, We're
• 15:01
  Speaker 3: good at conversations. We're not going to saying what did
• 15:03
  Speaker 3: I say it the half hour mark about whatever? You
• 15:05
  Speaker 3: don't remember all the details. The AI is and now
• 15:08
  Speaker 3: we have the ability and momentum is unique because we
• 15:10
  Speaker 3: have a depth into salesforce specifically that can literally enter
• 15:14
  Speaker 3: in ninety nine percent of any data type that a
• 15:16
  Speaker 3: human can put in, so that it can eliminate all
• 15:18
  Speaker 3: the busy work and the human can now can focus
• 15:21
  Speaker 3: on the customers or the prospects and not have to
• 15:23
  Speaker 3: worry about the data entry, which is nice.
• 15:25
  Speaker 2: So this is music to my ears, coach, So give
• 15:30
  Speaker 2: me a sense. Give me like a use case scenario.
• 15:32
  Speaker 2: Let's say I, as a business developer, I'm engaging with
• 15:36
  Speaker 2: my prospect for the first time. We're doing a zoom call,
• 15:39
  Speaker 2: we're doing some sort of virtual call. I assume Momentums
• 15:43
  Speaker 2: kind of plugged into that conversation, listening, summarizing all my notes,
• 15:48
  Speaker 2: all my action items, maybe even kind of interpreting things
• 15:53
  Speaker 2: that I didn't even think of before that could be
• 15:55
  Speaker 2: opportunities and follow on discussions for next best actions. Is it?
• 16:00
  Speaker 2: Is it doing something like that? Not to mention, it's
• 16:02
  Speaker 2: entering all the boring data entry stuff into CRM that
• 16:05
  Speaker 2: everybody so, okay, so it's doing that. I love it.
• 16:08
  Speaker 2: I love where you're going with all this. And it
• 16:10
  Speaker 2: sounds like you can use Momentum for pretty much every
• 16:16
  Speaker 2: phase of the customer journey. I think you mentioned, you know,
• 16:19
  Speaker 2: your customer support functions. While they're talking to customers, you're
• 16:24
  Speaker 2: probably gathering all that data. It's getting automatically injected into CRM.
• 16:29
  Speaker 2: And then and then let me ask you this, then
• 16:32
  Speaker 2: you know, as as Momentum is kind of listening to
• 16:34
  Speaker 2: all these conversations, it's plugging the data into CRM, which
• 16:39
  Speaker 2: is critical, don't get me wrong. Every every every company
• 16:42
  Speaker 2: needs to have their CRM based data set that anybody
• 16:46
  Speaker 2: can access and then build off of. Does does Momentum
• 16:50
  Speaker 2: kind of provide the nudges and next best actions after say,
• 16:55
  Speaker 2: my first call with a prospect, does it you know?
• 16:58
  Speaker 2: Two weeks later remind me, hey to you said you
• 17:02
  Speaker 2: were going to deliver this to the prospect. I haven't
• 17:03
  Speaker 2: seen it in your email going back and forth or
• 17:06
  Speaker 2: any comms with the prospect that you do it if
• 17:08
  Speaker 2: you haven't done it. Oh, by the way, here's a
• 17:10
  Speaker 2: great little say this is what I think you should
• 17:13
  Speaker 2: send it them. Does it do that?
• 17:16
  Speaker 3: Yes, it's all the above. So Momentum was originally started,
• 17:18
  Speaker 3: like the vision of the founders was to make it
• 17:20
  Speaker 3: like a Zapier for sales, because back in the time
• 17:22
  Speaker 3: Zapier wasn't really for sales. So they made a deep
• 17:24
  Speaker 3: dive and the question was how can we go to
• 17:27
  Speaker 3: where the user is and leverage Slack is the main
• 17:30
  Speaker 3: interface for this type of motion versus having to go
• 17:33
  Speaker 3: to another tech. So one thing we do is that
• 17:35
  Speaker 3: we don't expect a human to adopt another technology. We
• 17:38
  Speaker 3: go to them. So using Slack or teams now as
• 17:41
  Speaker 3: an interface, knowing things like what you're talking about. If
• 17:44
  Speaker 3: like someone says, hey, I need to I got to
• 17:46
  Speaker 3: follow up, I need to send this note or I
• 17:47
  Speaker 3: need to send this content whatever the case might be.
• 17:49
  Speaker 3: Momentum can recognize that and trigger them and not only
• 17:53
  Speaker 3: post to them, but also post to like the marketing
• 17:55
  Speaker 3: team and say, hey, we got to new content requests
• 17:57
  Speaker 3: of this content type of whatever the thing is, you know.
• 18:00
  Speaker 3: And then even we can even auto clip the part
• 18:02
  Speaker 3: of the video and send that to the customer to
• 18:05
  Speaker 3: the marketing team and say, here's the thirty second clip
• 18:07
  Speaker 3: of this customer asking for this content type. Go make
• 18:09
  Speaker 3: it so like it's way different world to where now
• 18:13
  Speaker 3: me as a marketer, I can receive this going cool,
• 18:14
  Speaker 3: I know what asset because I'm hearing it from the customer,
• 18:17
  Speaker 3: not from the salesperson, like they are no longer the
• 18:20
  Speaker 3: middle land. So there's so many cool things that can
• 18:23
  Speaker 3: be done, but it all starts with these very simple
• 18:25
  Speaker 3: like what happens after every conversation. That's the number one
• 18:28
  Speaker 3: power use case, And the second one is let's look
• 18:30
  Speaker 3: at the aggregate search your point with guess like we
• 18:33
  Speaker 3: had we had so many customers use are used deep
• 18:36
  Speaker 3: research function where they can look at the last six
• 18:38
  Speaker 3: months of close lost data and see, Okay, where do
• 18:41
  Speaker 3: we win, where do we lose? What are the patterns
• 18:43
  Speaker 3: and the trends, and then can we apply that learning
• 18:46
  Speaker 3: to our current pipeline and figure out what's at risk
• 18:50
  Speaker 3: of not winning or even our customers maybe they won't
• 18:52
  Speaker 3: come back based on what we learned from close lost data.
• 18:55
  Speaker 3: And you'd be amazed of how much you can do that.
• 18:57
  Speaker 3: But you never could do that before because no one
• 18:58
  Speaker 3: had number one, the data or the time to go
• 19:00
  Speaker 3: through every freaking call. You have to understand, like what's
• 19:03
  Speaker 3: the patterns, you know. Yeah, so it's amazing that you
• 19:06
  Speaker 3: can do. Now. That's the things that AI can do,
• 19:08
  Speaker 3: but then to actually execute and go talk to people,
• 19:11
  Speaker 3: like people don't want to talk to an aibot, they
• 19:13
  Speaker 3: want to talk to a human. You know, that may
• 19:15
  Speaker 3: change in the future, but right now, like I'm seeing
• 19:18
  Speaker 3: that the more human connection is more important than it
• 19:21
  Speaker 3: was a year ago. It's not less, you know.
• 19:23
  Speaker 2: So oh yeah, yeah yeah, And this is what explains
• 19:27
  Speaker 2: I think the parabolic growth of business development, whereas these
• 19:30
  Speaker 2: other transactional professions are starting to decrease quickly. And so
• 19:36
  Speaker 2: I'm really excited about what you've created a momentum. And so,
• 19:40
  Speaker 2: just to summarize tactic number one, identify those areas that
• 19:44
  Speaker 2: you can apply the artificial intelligence to those dull, dangerous,
• 19:51
  Speaker 2: dirty type of jobs that nobody wants to do, like
• 19:54
  Speaker 2: entering data into CRM. Some of that. I think it
• 19:58
  Speaker 2: just comes about organic from people using tools that are
• 20:02
  Speaker 2: AI enabled, like Momentum, and people just kind of realize, oh, wow,
• 20:06
  Speaker 2: this is great. You don't have to necessarily appoint somebody
• 20:09
  Speaker 2: a supreme allied commander of artificial intelligence within your corporation. Right.
• 20:14
  Speaker 2: That's kind of telling everybody, you know, do this, not that,
• 20:17
  Speaker 2: do you know, implement AI here there. I think it
• 20:19
  Speaker 2: just kind of grows organically and down to the individual
• 20:23
  Speaker 2: user level. They can start to realize, oh, okay, wow,
• 20:26
  Speaker 2: these are all the great things I can do to
• 20:28
  Speaker 2: kind of automate my functions that I've been doing manually, right.
• 20:33
  Speaker 3: Exactly. Yeah, it's funny. How again, it's like AI isn't
• 20:38
  Speaker 3: veiling how much crap we ask people to do that
• 20:41
  Speaker 3: no longer really is needed. Now. The existential question that
• 20:43
  Speaker 3: people are asking is do we need people to do this?
• 20:45
  Speaker 3: The answers no, does that change how they get paid?
• 20:48
  Speaker 3: Does that change what they do day to day?
• 20:49
  Speaker 2: Yes?
• 20:50
  Speaker 3: Absolutely? Does with that change the value they have? No,
• 20:52
  Speaker 3: it's just like we start to asking all these different
• 20:54
  Speaker 3: questions of what we expect humans to do, you know,
• 20:56
  Speaker 3: but when you think about the value of what humans do,
• 20:58
  Speaker 3: business development otherwise, all about how can you Humans are
• 21:04
  Speaker 3: really good at building the relationship, and that hasn't changed.
• 21:06
  Speaker 3: I don't think that's going to change anytime soon. You Like,
• 21:08
  Speaker 3: maybe in the future we'll have like holograms and other
• 21:11
  Speaker 3: stuff where you and I could have a conversation with
• 21:13
  Speaker 3: a podcast it's a hologram, Like, maybe that's something people
• 21:15
  Speaker 3: will like, But right now, I don't see that happening,
• 21:17
  Speaker 3: you know anytime.
• 21:19
  Speaker 2: Yeah, yeah, I agree with you. So okay, Tactic number one,
• 21:22
  Speaker 2: let's let's figure out where in the enterprise we can
• 21:25
  Speaker 2: optimize and add artificial intelligence and automate things.
• 21:29
  Speaker 3: And if I can't, I'm going to give one tactic
• 21:31
  Speaker 3: that the place you look for is friction. Where is
• 21:34
  Speaker 3: friction is in the handoffs? Is it in like the
• 21:36
  Speaker 3: data entry? Where are people fighting the process?
• 21:39
  Speaker 2: Like?
• 21:39
  Speaker 3: Where is the friction points that are helping your business
• 21:42
  Speaker 3: that you know would help your business and align that
• 21:44
  Speaker 3: to your goals like for example, revenue or business development
• 21:47
  Speaker 3: revenue numbers or pipeline numbers, like where's the friction and
• 21:49
  Speaker 3: what you're trying to accomplish and start there. You'd be
• 21:51
  Speaker 3: amazed with how much a I can do. It's just
• 21:53
  Speaker 3: looking at friction and then removing the friction and would
• 21:55
  Speaker 3: you do that? Then they can move really quick.
• 21:57
  Speaker 2: Yeah, yeah, where's the friction? Where's the most painful part
• 22:00
  Speaker 2: for the prospects, for the customers, for the team members. Great,
• 22:03
  Speaker 2: that's great way to identify where to apply AI. And
• 22:07
  Speaker 2: then I think the second takeaway you mentioned was you
• 22:10
  Speaker 2: have to educate people on how to use artificial intelligence.
• 22:13
  Speaker 2: You just can't get them a blanket license to you know,
• 22:16
  Speaker 2: some some AI general AI tool and then just expect
• 22:21
  Speaker 2: every magic to happen across the enterprise. So so just quickly, here, coach,
• 22:27
  Speaker 2: what's what's a tactic that you think is effective for
• 22:31
  Speaker 2: you know, say a c g O that's that's getting
• 22:33
  Speaker 2: these licenses? Should they should they get a bespoke tool,
• 22:37
  Speaker 2: should they deploy generic tools? Should they do both? And
• 22:41
  Speaker 2: then what kind of training? How? How should they train people?
• 22:44
  Speaker 3: Yeah, that's your question, because that's what I've done in
• 22:46
  Speaker 3: the academy for three years, just to train on how
• 22:47
  Speaker 3: to prompt I think the challenge is is that it
• 22:52
  Speaker 3: puts people in a hard spot because people going to
• 22:56
  Speaker 3: use the tools, whether you have give them an option
• 22:58
  Speaker 3: to another's going to right. So for data security and
• 23:01
  Speaker 3: other reasons, I would say you absolutely want to supply
• 23:03
  Speaker 3: it yourself so you have you know you're in a
• 23:05
  Speaker 3: secure instance versus having your data in some personal guys environments.
• 23:12
  Speaker 3: But with that being said, like just throwing someone a
• 23:15
  Speaker 3: license to co pilot chances met Gemini or any other
• 23:17
  Speaker 3: tool is not going to magically change your organizations. So
• 23:19
  Speaker 3: I think it's really understanding what's the expectations we have,
• 23:23
  Speaker 3: and like any of the tool, humans take time to
• 23:26
  Speaker 3: learn how to use technology. It's just it's not going
• 23:29
  Speaker 3: to just be like that. I've got prompting for three years.
• 23:31
  Speaker 3: It doesn't just spark and change overnight. It takes time.
• 23:35
  Speaker 3: But the good news is it's not every tool. Not
• 23:38
  Speaker 3: every tool requires someone ta have to adopt. Like gay
• 23:42
  Speaker 3: Momentum is a tool where the users, the sales reps,
• 23:44
  Speaker 3: never touch Momentum. They just receive things and see the
• 23:47
  Speaker 3: updates and they get things about what they need to
• 23:49
  Speaker 3: do next. They're not prompting anything, you know, the rev
• 23:52
  Speaker 3: ops or the AI systems people do, but the salespeam
• 23:54
  Speaker 3: does not. So there's this world where you have to
• 23:56
  Speaker 3: understand or at least ask yourself when it comes to
• 24:00
  Speaker 3: what we're asking the humans to prompt over? Do they
• 24:02
  Speaker 3: have what they need? And then are you supplying the
• 24:04
  Speaker 3: information you need? Like for example, Chase Bak has made
• 24:06
  Speaker 3: a part of their onboarding prompt engineering. That's part of
• 24:09
  Speaker 3: their onboarding. So I would suggest that this new world
• 24:12
  Speaker 3: you have in AI and communicating with the AI and
• 24:14
  Speaker 3: how to use AI should be absolutely part of your
• 24:16
  Speaker 3: core of your team. But also note that prompting by
• 24:19
  Speaker 3: itself from prompting AI is not going to automatically change
• 24:21
  Speaker 3: your company. What changes the company it's a high level
• 24:24
  Speaker 3: Friction's points having an architect who knows your processes saying
• 24:28
  Speaker 3: where where can we point AI? That makes the biggest difference,
• 24:31
  Speaker 3: And does that require or does it not? Like most
• 24:34
  Speaker 3: of the time it doesn't. Well, most of the time
• 24:36
  Speaker 3: it's taking away things from humans and giving them more
• 24:38
  Speaker 3: time to do what humans should do versus getting them
• 24:41
  Speaker 3: into something new tool to prompt over. It makes sense?
• 24:44
  Speaker 2: Self like, yeah it does, it does. Yeah, So that's
• 24:47
  Speaker 2: very helpful with some ideas on how to educate folks
• 24:51
  Speaker 2: potentially during the onboarding process and then when you actually
• 24:55
  Speaker 2: deploy the tools, giving them something to understand how they
• 24:59
  Speaker 2: can And a lot of these tools may be intuitive.
• 25:01
  Speaker 2: I suspect the bespoke tools like Momentum are intuitive and
• 25:06
  Speaker 2: they probably don't even realize they're using the AI. And
• 25:09
  Speaker 2: so that's great, that's great. And then so let's jump
• 25:11
  Speaker 2: to tactic number three. And I think the key takeaway
• 25:14
  Speaker 2: there was, you know, you find where things are broken
• 25:21
  Speaker 2: pretty quickly when you start using AI. Can you elaborate
• 25:25
  Speaker 2: just you know, we have a couple more minutes left
• 25:27
  Speaker 2: in the show here, can you elaborate a little bit
• 25:29
  Speaker 2: about what you meant there?
• 25:32
  Speaker 3: Well, I'll use the example of this. I'll just use
• 25:35
  Speaker 3: ICP for example. Some people will try to use like
• 25:38
  Speaker 3: an AI at BDR, which I'm sure you've probably talked
• 25:40
  Speaker 3: about the show before, like AI SDR or whatever, and
• 25:44
  Speaker 3: they think that the tool by itself is going to
• 25:46
  Speaker 3: magically create meetings. And the challenge is what I find
• 25:49
  Speaker 3: with some people who have helped implement tools is that
• 25:52
  Speaker 3: they didn't have enough information or clarity on who their
• 25:55
  Speaker 3: ICP was, what the problem they solved with a tech
• 25:57
  Speaker 3: they expected the AI to figure it out and then
• 26:00
  Speaker 3: to create meetings. I was like, that's not how AI works.
• 26:03
  Speaker 3: AI needs data to understand what's your product, what do
• 26:06
  Speaker 3: you solve, who's ICP, who's done in the past. Like
• 26:09
  Speaker 3: they didn't have any of the content or training data
• 26:12
  Speaker 3: to give to an AI to make it work. Even
• 26:14
  Speaker 3: though that same technology put into the hands of a
• 26:17
  Speaker 3: team who has the fundamentals in place, works really well.
• 26:21
  Speaker 3: They didn't, and they thought the problem was the AI,
• 26:23
  Speaker 3: and it's not. It's them. The AI is the best
• 26:26
  Speaker 3: self reflection exercise ever from an organization or from prompting,
• 26:29
  Speaker 3: because anytime someone sends me a prompt it doesn't work.
• 26:32
  Speaker 3: I say, you didn't prompt it correctly. It's not the AI,
• 26:35
  Speaker 3: like ninety five percent of the time, it's always the person.
• 26:38
  Speaker 3: And it's not a bad thing. Like I like being
• 26:40
  Speaker 3: in a place where I get constant feedback and telling
• 26:42
  Speaker 3: how to improve. That's a good thing. But not everyone's
• 26:45
  Speaker 3: okay with that, especially on organizational level, because it means
• 26:48
  Speaker 3: that there's some dramatic, deep things are changing. I'll give
• 26:51
  Speaker 3: you an example. I can't tell you I've had in
• 26:53
  Speaker 3: the last two months, probably five to ten conversations. No
• 26:59
  Speaker 3: kidding with this with companies who are in Series B
• 27:02
  Speaker 3: or even public companies who are saying we're growing like crazy,
• 27:05
  Speaker 3: we're doing great. We have no defined onboarding process, we
• 27:09
  Speaker 3: have no defined sales process. We have not a centralized
• 27:13
  Speaker 3: place of we don't know what good looks like with
• 27:15
  Speaker 3: a salesperson. We just throw people in and they just
• 27:17
  Speaker 3: do good because they're good salespeople, you know, Like it's
• 27:20
  Speaker 3: the fundamentals of saying what does good look like? With
• 27:23
  Speaker 3: business development, like how do you know that this person
• 27:26
  Speaker 3: is who you want to attract in sales and then marketing?
• 27:28
  Speaker 3: And are they going to stay your right ICP from
• 27:31
  Speaker 3: a lifetime value point of view, It's like, is that
• 27:33
  Speaker 3: really your right person going after? Had you done that work?
• 27:36
  Speaker 3: And most people are so busy in the day to
• 27:38
  Speaker 3: day trying to get business and meetings and revenue and
• 27:40
  Speaker 3: pipeline they don't take the time to think about case,
• 27:43
  Speaker 3: this is really the right direction where we're going and
• 27:46
  Speaker 3: do we have the fundamentals in place so that whether
• 27:47
  Speaker 3: we have AI or not, we're doing things in the
• 27:49
  Speaker 3: right way. Because AI can't automate things that don't exist.
• 27:54
  Speaker 3: It's not very good with messiness. Humans do really good.
• 27:58
  Speaker 3: You just throw a human at a deep end of
• 27:59
  Speaker 3: a company has no idea they're doing. They'll figure it out.
• 28:01
  Speaker 3: AI is not that good yet. It might be in
• 28:03
  Speaker 3: the future, but right again, right now, for at least
• 28:05
  Speaker 3: in a while, it needs direction and time. And that's
• 28:08
  Speaker 3: what most people don't have, is that directional fundamental basic
• 28:12
  Speaker 3: processes they need to get down.
• 28:14
  Speaker 2: Okay, great stuff, well, coach, let me just summarize the
• 28:17
  Speaker 2: top three takeaways. Number One, you get a sense of
• 28:22
  Speaker 2: where you think you could use the AI to improve
• 28:26
  Speaker 2: your existing outcomes, your processes, your procedures, and you could
• 28:30
  Speaker 2: do that at the enterprise level. You can do it
• 28:32
  Speaker 2: even down to the individual level. People naturally discover what
• 28:36
  Speaker 2: they can use to optimize within the organization. Number two,
• 28:41
  Speaker 2: give them some training. Just don't throw the tools at
• 28:45
  Speaker 2: your employees expecting them to learn and adopt them. Train
• 28:50
  Speaker 2: them during onboarding, train them when you deploy the tools,
• 28:54
  Speaker 2: and share best of breed prompts practices. Encourage that collab
• 29:00
  Speaker 2: discussion about hey, I just figured out how to do
• 29:02
  Speaker 2: this with this tool that saved me twenty minutes on
• 29:07
  Speaker 2: something I previously did. The rest of y'all should try
• 29:09
  Speaker 2: and check this out and try and use it. That's great,
• 29:11
  Speaker 2: that's all part of the learning process. And then finally
• 29:15
  Speaker 2: number three takeaway is when you start to use the AI,
• 29:18
  Speaker 2: you start to realize where your processes may be broken,
• 29:22
  Speaker 2: where they may be inadequate, and this is an opportunity
• 29:26
  Speaker 2: for growth. It's not a situation where you say, well,
• 29:29
  Speaker 2: it must be the tool. I guess it's no good. No.
• 29:32
  Speaker 2: This means that there's fundamentally something broken within your organization
• 29:36
  Speaker 2: and that requires some self reflection. And if you want
• 29:39
  Speaker 2: to self reflect some more on AI and implementing it
• 29:43
  Speaker 2: within your enterprise, then again, folks, grab your copy of
• 29:46
  Speaker 2: this great book, Ignite your Go to Market with AI.
• 29:50
  Speaker 2: It's Ignite your GTM with AI. It's the definitive playbook
• 29:54
  Speaker 2: for AI driven growth from industry leaders, and we're really
• 29:59
  Speaker 2: honored to have one of our industry leaders in the
• 30:02
  Speaker 2: BD profession, Jonathan Coach car Ford and Jonathan. How can
• 30:08
  Speaker 2: folks follow your work? How can they connect with your
• 30:10
  Speaker 2: team at.
• 30:10
  Speaker 3: Momentum Obviously momentum Io is the best place for the
• 30:14
  Speaker 3: company and for me, everything I do with AIS on
• 30:16
  Speaker 3: LinkedIn's that's kind of like my central dumping ground everything
• 30:19
  Speaker 3: I do with the podcast and Momentum and the academy
• 30:21
  Speaker 3: and prompting and all the stuff he owes in LinkedIn
• 30:24
  Speaker 3: so and wants to learn more about what I do
• 30:26
  Speaker 3: than that's the best ways to go.
• 30:27
  Speaker 2: Yeah, well, Coach, thank you for everything you're doing to
• 30:30
  Speaker 2: advance the business development profession, particularly as it relates to AI.
• 30:34
  Speaker 2: Thank you to the team at Momentum and all of
• 30:37
  Speaker 2: your co authors for pulling all of this together. Everybody
• 30:40
  Speaker 2: that contributed, whether they actually authored or they just spoke
• 30:43
  Speaker 2: to you and gave you some words of wisdom, we
• 30:46
  Speaker 2: can all benefit from that. Having a construct. Using a
• 30:50
  Speaker 2: tool like AI without a construct is pointless, So having
• 30:54
  Speaker 2: a context and a construct is really key, and Coach,
• 30:58
  Speaker 2: you've done that with this book. Thank you again for
• 31:02
  Speaker 2: sharing your wisdom with us today.
• 31:04
  Speaker 3: Well appreciate that. And thank you to your audience for
• 31:06
  Speaker 3: listening in for you for letting me be on. I
• 31:08
  Speaker 3: appreciate it very much.
• 31:11
  Speaker 1: Thank you for listening to the Business Development Podcast. Join
• 31:15
  Speaker 1: our free community of corporate partners and business development professionals
• 31:20
  Speaker 1: advancing the art, science, and ethics of the business development
• 31:24
  Speaker 1: profession at Gbdassociation dot org.