Latest / Partnerships Unraveled / 058 - AI: The Seismic Shift in Channel Marketing ?

Transcript

058 - AI: The Seismic Shift in Channel Marketing ? · Partnerships Unraveled

• 0:07
  Speaker 2: Welcome back to Park Ships Unraveled, the podcast where we unravel the mysteries of Park Ships and Channel on a weekly basis.
• 0:14
  Speaker 2: My name is Rick van der Bosch and I'm the CEO and founder at Chennext, and I'm here together with Alex Whitford, vp, park Ships at Chennext.
• 0:21
  Speaker 2: Alex, how are you doing today?
• 0:23
  Speaker 1: Yeah, really good.
• 0:23
  Speaker 1: We're going to talk about my favorite topic, I think, in technology at the moment AI today.
• 0:28
  Speaker 1: So excited to get into it because I think we have some good opinions here.
• 0:32
  Speaker 2: Likewise artificial intelligence and now like completely looking at it from a channel angle, and that's what I'm very excited about.
• 0:39
  Speaker 2: We've been talking about it for ages internally here already how can we optimize processes, etc.
• 0:44
  Speaker 2: But obviously we're also having a lot of chats around how this is going to impact the channel in a good way, and I'm also excited to start with that today.
• 0:55
  Speaker 1: Yeah, I think most people don't understand how big a shift AI is going to be.
• 1:01
  Speaker 1: I often hear it.
• 1:02
  Speaker 1: People compare it to oh, it's the difference between pre-internet and post-internet.
• 1:07
  Speaker 1: But if you really listen and read the experts what they're talking about, they're saying it's going to be a much bigger shift than even that.
• 1:13
  Speaker 1: Right and right now it's hard to even imagine a world without internet, and how much more efficient and effective we are than one of the greatest examples I've heard about how big that change was is look at the valuations of businesses now how quickly you can become a billion-dollar business, a 10 billion, 20 billion, 30 billion-dollar business really fast.
• 1:35
  Speaker 1: And that's because the internet has sped everything up.
• 1:38
  Speaker 1: Ai is going to be an even faster mechanism to deliver those changes.
• 1:43
  Speaker 1: So it's not going to just affect the channel, it's going to affect every facet, but obviously for this podcast we're going to specialize there.
• 1:48
  Speaker 2: Yeah, it's crazy how that's been accelerating, especially in the last 12 months, and do you think sometimes it's scary how fast that's going?
• 1:57
  Speaker 1: Yeah, I mean, I heard something the other day which I was like, oh yeah, this is scary One.
• 2:01
  Speaker 1: If you're really interested in AI, go and read a book called Scary Smart by Mo Gordat.
• 2:06
  Speaker 1: It's an excellent book.
• 2:07
  Speaker 1: He's a really good writer.
• 2:09
  Speaker 1: He's a chief guy at Google and obviously they've been working hard on AI.
• 2:13
  Speaker 1: But the thing that genuinely concerned me is I can't remember the CEO's name who runs OpenAI, which is ChatGPT.
• 2:19
  Speaker 1: He carries a blue bag around everywhere if you ever watch an interview with him, and it's the self-destruct button for all of his data centers.
• 2:28
  Speaker 1: So when I say you should be worried about it, the preliminary expert in the world is worried about it.
• 2:35
  Speaker 1: Right, and I think you're worried in a few different ways.
• 2:37
  Speaker 1: There's the spectrum terminator full Armageddon thing which, hey, who knows, but there is also.
• 2:43
  Speaker 1: It's going to cause seismic changes to the economy, the way everything works, and I think that is a really interesting position to get into, because I think there are huge benefits to the internet and there are huge downsides, and I think anything that powerful is both an amazing thing to be hopeful about and amazing thing to be terrified about, and where we land is sort of up to us in terms of how we deploy it and own it.
• 3:09
  Speaker 2: Yeah, we really need to be on top of that.
• 3:11
  Speaker 2: I haven't heard that backpack story before, but now I'm like okay.
• 3:15
  Speaker 1: Yeah, yeah, okay.
• 3:16
  Speaker 1: Well, it's not all, I think.
• 3:19
  Speaker 1: Yeah, scary smart talks about this a lot and it's a really good book.
• 3:23
  Speaker 1: I'd thoroughly recommend it.
• 3:25
  Speaker 2: Yeah, I agree that Mogo, that is a really great writer, so I'm going to read it as well.
• 3:29
  Speaker 2: Excellent, well, I think.
• 3:31
  Speaker 2: For today, before we're going to dive into the specifics and the opportunities of AI for the channel, maybe let's first dive a little bit into why is it so relevant right now, after everything, if the last 12, 24 months that we need to look at AI actually, and what would be the first thing that would come top of mind for you?
• 3:48
  Speaker 1: Yeah, so I really liked the comparison between the internet and AI, because it's a seismic change to how you do everything, right?
• 3:55
  Speaker 1: Right, if you're talking pre-internet, you're talking pre-email, right, so that's the difference in just speed of communication.
• 4:02
  Speaker 1: Let's say, if I'm Audi versus BMW direct competitors we do broadly exactly the same thing, and one of them has the internet and one of them doesn't the one that has the internet will kill the other one incredibly quickly, and so why it's so relevant to be looking at AI right now is you want to be on the right side of that competition, and if you're direct competitor, the one that's trying to eat your lunch is implementing AI to improve efficiency, speed, go-to-market and accuracy, and you're not.
• 4:35
  Speaker 1: You could find out in a few years.
• 4:37
  Speaker 1: You've just lost completely.
• 4:39
  Speaker 1: And so that's why it's so important and so relevant right now, because we've hit the tipping point where generative and predictive AI are suddenly really useful and impactful in the real world.
• 4:51
  Speaker 1: But if you're not doing it you're direct competitor is, and suddenly you could find yourself on the wrong side of history.
• 4:57
  Speaker 2: And I think, if we look at everything that happened in the world in the last 12 months, that's where you also see why it's so important right now to look at technology like that, because we've seen more budget cuts in enterprises than we've seen in a very long time, so we need to do more with fewer resources.
• 5:14
  Speaker 2: The partner base keeps growing, like no matter who we're talking to, everyone keeps adding more partners, more partners, while the teams have shrunk and at the same time, the complexity of our partner ecosystem keeps growing as well, with different type of relationships, alliances going into different verticals, markets, etc.
• 5:31
  Speaker 2: So what you see, there is actually everything coming together, why there's no other option than to look at technology that's going to make our life a lot easier there.
• 5:41
  Speaker 1: And again, the comparison to the internet is exactly the same right, smaller businesses generate more revenue because of the internet.
• 5:48
  Speaker 1: You need less people because the hyper efficiency that the internet gives an individual allows you to scale really quickly.
• 5:56
  Speaker 1: That's, broadly speaking, why the internet was a huge step change forward for businesses.
• 5:59
  Speaker 1: Ai is that same step change meaning.
• 6:03
  Speaker 1: Hang on, I'm X productive, but with AI deployed correctly and effectively in the right use cases, I can be 10x productive.
• 6:10
  Speaker 1: Well, okay, that means I can do 10 times more with the same resource.
• 6:15
  Speaker 1: Or even if I've only got 80% of my resource, I can still achieve huge growth.
• 6:19
  Speaker 1: And today we want to cover some of the specific areas that you should be using AI within your channel, incorporating it into your practices, so you can drive those big efficiencies at an individual contributor level.
• 6:33
  Speaker 2: Yeah, I think maybe, before we dive into the solutions of AI, what areas of the channel do you see where there's the biggest lack of resources or where we're struggling the most to do to get towards a skill that we would actually need to accelerate there?
• 6:49
  Speaker 1: Sure.
• 6:49
  Speaker 1: So I think we've just done a podcast around the long tail, and to me, that's the area of the market that's least well executed.
• 6:58
  Speaker 1: So in the top 10% of partners top 20% of partners you have channel account managers who are managing personal relationships.
• 7:05
  Speaker 1: I don't think, even including AI, those personal relationships will die, because what it'll allow you to do is spend more time focused on personal relationships, and people buy from people.
• 7:14
  Speaker 1: That's excellent.
• 7:15
  Speaker 1: That's that works.
• 7:16
  Speaker 1: Where I see massive areas for improvement is where we don't rely on personal relationships, and there AI has a predictive measure and a generative measure to improve the efficiencies of how we go to market, and so I would be packing all of my focus and time into understanding.
• 7:33
  Speaker 1: We have a working mechanism for our top performing partners and we don't have a very working and scalable mechanism for everyone else, and if I can make radical improvements in that area, I can flatten the 80-20 and absolutely destroy my competition.
• 7:51
  Speaker 2: Yeah, 100%.
• 7:52
  Speaker 2: I think if you get to that level, you really find that way to help your long tail grow.
• 7:58
  Speaker 2: It like it de-risks your full channel.
• 8:01
  Speaker 2: Because you get more breath in your channel, you will find the rising stars of the future much quicker as such, and also you really make sure that your channel as a whole is growing right.
• 8:11
  Speaker 2: I think that's where it becomes very interesting.
• 8:13
  Speaker 1: Yeah, one of the other things that sort of economists are predicting and the same happened with the internet and we're predicting it's going to happen with AI as well is it flattens the structure of business.
• 8:24
  Speaker 1: So pre-internet there were a few businesses that did everything.
• 8:28
  Speaker 1: Now, post-internet, more and more smaller businesses are capable of growing.
• 8:32
  Speaker 1: Why that's important is it flattens customer demographics, meaning there's more customers to fulfill to and those can be fulfilled by smaller partners.
• 8:41
  Speaker 1: The same will happen with AI, where a one-person business, two-person business, 10-person business is able to build a really good book of revenue.
• 8:49
  Speaker 1: Well, they need IT support as well, right?
• 8:52
  Speaker 1: So suddenly I can have small partners selling to lots of small-land users, whereas previously we've been talking about a big partner satisfying everyone because they've got the economies of scale.
• 9:01
  Speaker 1: So I think we are going to see a seismic shift in terms of the democratic view on how the partner landscape works, and I want to be making sure that I've deployed AI to ensure that I can correctly satisfy that area of the market and do it much better than the guy down the road.
• 9:19
  Speaker 2: Yeah, I think I'm very excited to actually start diving into how does AI then play a role there?
• 9:25
  Speaker 2: Another, before we do that, another use case that comes to mind for me is content creation within the channel.
• 9:32
  Speaker 2: I think that's one of the things we hear all the time.
• 9:34
  Speaker 2: When we're speaking to channel marketers or partner program managers, they say I don't have enough time to create campaigns, to create trainings, to create all different types of content, and so often it's like one of the limiting factors to actually scale a program or to make the next steps or to start certain initiatives.
• 9:52
  Speaker 2: I think that's also something where AI could play a very interesting role to accelerate that piece, Because if we can make sure that we make that scalable, then you can actually serve that long tail, for example, a lot better as well, because you can do it in a digital way.
• 10:07
  Speaker 2: Yeah, 100%.
• 10:09
  Speaker 1: So I think, maybe to focus the conversation, let's break AI down into its two categories.
• 10:14
  Speaker 1: There's generative AI, which is the creative aspect of AI, which is exactly what you're talking about, and then there's predictive AI, which is much more a data engine version of how AI can work.
• 10:25
  Speaker 1: For generative AI, things like sales messaging and marketing message and business planning that is excellent.
• 10:33
  Speaker 1: That's what it's designed to do and brilliant at it.
• 10:37
  Speaker 1: We use it internally here, helps our BDRs write good emails, helps our marketing message be more tailored to the end users that we want to talk to.
• 10:46
  Speaker 1: You can have that level of focus and the great thing is, if you've decided that this is the marketing message that you want to take out, but you want to I don't know write it in 10 different languages, in 50 different ways in each of those 10 different languages, and cascade that through your long tail.
• 11:01
  Speaker 1: Ai can do that incredibly fast and incredibly accurately, in fact, better than most normal people can, which means suddenly oh, I can take tailored messaging out to loads of an and it's all unique.
• 11:13
  Speaker 1: Well, now we're really playing a different game and just in that one example, you see if the guy down the road is sending one message or, even worse, uploading it to a partner portal and hoping that people download and translate it from themselves, versus me, who's creating directed messaging targeted for ICP in multiple languages in different variations that they can choose which they like best.
• 11:34
  Speaker 1: Now we're playing a game that works at a wildly different scale.
• 11:38
  Speaker 1: You know you're going to win the market that way, and that's why AI is so important, that we're embedding it in every part of your sales process and marketing process.
• 11:47
  Speaker 2: Yeah, I think it's a total game changer because you go from creating everything from scratch, which requires a lot of resources and simply resources.
• 11:55
  Speaker 2: You will never get from from the board to get to do that at such scale.
• 12:01
  Speaker 2: So therefore, that's the way to go ahead, yeah exactly.
• 12:06
  Speaker 1: And the really clever thing about AI is we actually don't do the thing, we just create the rules.
• 12:12
  Speaker 1: Right we go.
• 12:12
  Speaker 1: I want to create a marketing message in this format, directed to this type of customer, touching on these three points.
• 12:19
  Speaker 1: Bang message is created.
• 12:21
  Speaker 1: Now rewrite that message Fifty different ways more funny, one more serious, another more corporate, another directed for finance, or another bang.
• 12:31
  Speaker 1: You got that and now translate those into these ten languages and suddenly you see that hang on, I spent an afternoon writing prompt and I've done really what make might take ten people six months to do that.
• 12:43
  Speaker 1: Speed and go to market is what will separate the winners from everyone else, and I can't stress this enough.
• 12:49
  Speaker 1: If you aren't embedding it into your daily practice, you are missing, you are losing because the guy down the road is, and we will see a seismic change in who the key players are today and who the key players will be in three years time.
• 13:02
  Speaker 2: Yeah, hundred percent.
• 13:03
  Speaker 2: I think we've been go banging on and on about segmentation, how important that is within your partner base, and then giving them a personalized experience based on that segmentation.
• 13:12
  Speaker 2: But then also what?
• 13:14
  Speaker 2: What we hear back from our customers are prospects.
• 13:16
  Speaker 2: A lot is, yeah, but if we have so much segmentation, how on earth am I going to make fifty different variables for every Different partner?
• 13:24
  Speaker 2: I only have this one piece of content and that's where the generative is really coming in, because there you can indeed, with the different problems you can give it in their own language, you can adjust it to the health care vertical or the education vertical, like.
• 13:37
  Speaker 2: That's where the true superpower of segmentation can be brought in.
• 13:41
  Speaker 2: Your partners will be super happy with it.
• 13:44
  Speaker 1: Yeah, I think this is going to be a land shift in the way that we drive channel performance and it just means an individual can do ten times the amount of work, ten times the value, because, rather than understanding, I have to sit there and write copy.
• 13:59
  Speaker 1: We're actually going to change the focus to be a farmer strategic role, right?
• 14:05
  Speaker 1: So I don't need to write copy.
• 14:06
  Speaker 1: What I need to do is understand why segmentation is important.
• 14:09
  Speaker 1: I need to understand what does this French health care market care most about, get the information and then let a, an AI generative script write the thing defined around the ICP and segmentation that I need.
• 14:23
  Speaker 1: But we just moved the type of job down the road and that's going to be so much more powerful.
• 14:30
  Speaker 2: Yeah, maybe we can give some examples for different types of content, like first things that come top of mind for me you need playbooks for your partners, you need to create training within your Learning management system, you need marketing campaigns, any other things that are important.
• 14:43
  Speaker 1: so where it's going.
• 14:44
  Speaker 1: It's not there yet, but this will really freak you out.
• 14:47
  Speaker 1: So Right now, scripts work very well, right?
• 14:51
  Speaker 1: So chat, gpt or whatever is very good at writing text.
• 14:53
  Speaker 1: We are now getting to a position where text can be embedded into presentations because it understands and we can find images that correlate.
• 14:59
  Speaker 1: But soon we will be able to create images based off the text that you provide, and then it will even be able to be in your logo, your font, your, your typing, all of it so that it works for your brand imagery and brand guidelines.
• 15:16
  Speaker 1: And then I think, in about two, maybe three, really really good.
• 15:22
  Speaker 1: And suddenly you're like whoa, hang on, I can put scripts in, create posts and then have pictures or videos that then correlate with those posts, and I can cascade that, like you say, into training, into enablement, into onboarding it, sales messaging, into marketing messaging, and suddenly I've got this funnel, is able to split my thoughts into the right form of communication for the right type of user.
• 15:46
  Speaker 1: That's really what we're talking about.
• 15:48
  Speaker 1: Hopefully that gives you a sense of the internet was fast, but this is going to be a like a two or three steps ahead of that.
• 15:56
  Speaker 2: Yeah, it's going to be crazy if I think, for example, I playbook stairs is brilliant.
• 16:00
  Speaker 2: Guy on LinkedIn call us I, and he always writes about building, for example, buying persona matrixes with AI and that's a lot of work to do usually because you need all the different buying personas in the different verticals, etc.
• 16:09
  Speaker 2: But that's something so valuable.
• 16:15
  Speaker 2: That's what you need to educate your partners on all the time, like who are we selling to, why are we selling into them, why is it important to them, etc.
• 16:22
  Speaker 2: And that's just yeah.
• 16:24
  Speaker 2: I've seen some examples.
• 16:25
  Speaker 2: It's just brilliant.
• 16:26
  Speaker 1: Like you, you write once, one prompt and obviously afterwards you're going to edit it and you're going to fine tune it, but you just what would take you a full day or maybe two is now like an hour, and I think what a lot of people here, when you say that is cuts, are coming, and my argument is, if you're being smart about this, you're not cutting, you're just deepening the value, because actually what most people do Is there go.
• 16:49
  Speaker 1: I know I should be creating, I see people.
• 16:51
  Speaker 1: So I was based on vertical, based on segment.
• 16:53
  Speaker 1: I start off the time, so I'll do a generic one and hopefully the partner will just be able to do it.
• 16:58
  Speaker 1: What I can now do With the same amount of resource, just leveraging a I, is I can now go.
• 17:04
  Speaker 1: No, actually I can actually go into every single vertical, segment and geography and give you the exact type of I cp.
• 17:11
  Speaker 1: We need the information, the case study, the markets in collateral, the sales messaging Based on every single persona.
• 17:17
  Speaker 1: I haven't cut anyone.
• 17:18
  Speaker 1: I just deep into the amount of value that I'm going to provide for the partner and, again, this is where your competitive edge will land.
• 17:25
  Speaker 1: That's why, to me, I'm so passionate about Embedding it in our practices daily at Chanak's, but also embedding it into the market, because I think the the utilization for the partner, the value that the partners can agree, the reciprocity and the loyalty that you generate for now providing all this extra value.
• 17:42
  Speaker 1: That's a game changer.
• 17:44
  Speaker 2: Yeah, I fully agree there.
• 17:46
  Speaker 2: If you look at it from a generative perspective, like in a lot of enterprise organizations, there's maybe Hand full five people who are in the program team, maybe ten to maximum twenty channel marketers.
• 17:57
  Speaker 2: There's not that there.
• 17:59
  Speaker 2: They will definitely not look at it as in terms of cost cutting or whatsoever, because you need those people to Build relationships internally, externally, etc.
• 18:08
  Speaker 2: But there's a lot of opportunity cost there because that's what's happening.
• 18:11
  Speaker 2: Like all of those channel marketers that we're speaking to those program manager, they are indeed saying, yeah, this is the only thing we can do and that's where we need to stop like we can only provide everything in English because we simply don't have the time, and it will indeed bring so much more value within those roles that they can really elevate and I really like what you say become a much more strategic role Because a lot of the groundwork is been done for you yeah, a hundred percent, and this is like the question I like.
• 18:38
  Speaker 1: The question we like to pose internally is what would you do with five times the resource?
• 18:43
  Speaker 1: Now, how can I be five times your resource like?
• 18:47
  Speaker 1: That's what you really want to be asking yourselves, rather than looking at the negative, you excellent, I can cut off my team.
• 18:51
  Speaker 1: No, no, no, no.
• 18:53
  Speaker 1: If I could five x your resource, what would you try and achieve?
• 18:57
  Speaker 1: Well, I'd have every language, every segment.
• 19:00
  Speaker 1: I'd put much more detailed marketing plans.
• 19:02
  Speaker 1: I have email shots linked in all of it.
• 19:04
  Speaker 1: Right, I go to the ends of the earth to make the most compelling and complete marketing strategy I could.
• 19:09
  Speaker 1: Awesome.
• 19:11
  Speaker 1: Now, how do you get a I to mean that your current resource can actually achieve that?
• 19:15
  Speaker 1: We're now talking about a wildly different game and I'm so excited for the value that we can bring the partner network.
• 19:23
  Speaker 1: I really do think this is going to change and save the channel ecosystem.
• 19:28
  Speaker 2: Yeah, I fully agree there.
• 19:30
  Speaker 2: I think, if you look at it from that perspective, the possibilities that are out there Super interesting.
• 19:35
  Speaker 2: So I would like to invite everyone who's in channel marketing, channel sales, channel program management start looking into Generative a I, because it will Highly elevate your efforts and make sure that you become much more scalable there yeah, I actually I love what you're saying.
• 19:49
  Speaker 1: That, because what you're actually saying is we are limited by how big we think, because I really think that is the game now.
• 19:58
  Speaker 1: We now aren't limited by resource, we're not limited by time.
• 20:01
  Speaker 1: We're limited about how much we believe we can achieve, because suddenly you can go well, how complete a marketing plan Could I build really if I had unlimited resource?
• 20:14
  Speaker 1: How deep would that go?
• 20:15
  Speaker 1: And then you go awesome.
• 20:17
  Speaker 1: Now, working back from the absolute heaven of a marketing plan, where could I actually achieve?
• 20:23
  Speaker 1: The answer with the AI is pretty damn close, right, we're not, and especially in the next few years, is it as it gets sharper and better and we can embed videos and all of it.
• 20:31
  Speaker 1: Suddenly it's like okay, we're going to go really, really far.
• 20:36
  Speaker 2: Yeah, and then I think, if you get the most out of that generative I, so you make your program super scalable.
• 20:42
  Speaker 2: Therefore, you can actually Get a lot more long tail partners on board, make them much more successful as well, and then maybe to finally touch upon predictive AI.
• 20:51
  Speaker 2: That's where it becomes super interesting, because the one thing we want to emphasize channel will always be about the personal relationships, but what you want is that AI is going to help you identify those partners where you should spend your human resources eventually.
• 21:06
  Speaker 1: Yeah, people buy from people, but what people, especially in the UK, until they won't mind me saying our best, that is, taking their partners out for beers, right, catching up at the end of a tough quarter.
• 21:16
  Speaker 1: And hey guys, well done, we really appreciate.
• 21:19
  Speaker 1: Imagine if your cams could just be doing that I'm not saying just drink beers, but they could be just focusing on the people bit.
• 21:25
  Speaker 1: And what if we could predict when a partner is going to turn and provide the cam the messaging and the deck and the information that they need to prevent that partner turning?
• 21:37
  Speaker 1: And what happens?
• 21:38
  Speaker 1: If you could do that at scale across the globe?
• 21:41
  Speaker 1: Because, rather than the cam just managing the top ten partners, now they can manage a thousand, because they can be as accurate and precise with their time as they need to.
• 21:52
  Speaker 1: And in fact, hey, here's what your week looks like.
• 21:55
  Speaker 1: We've analyzed the data marketing performances up in these three accounts.
• 21:57
  Speaker 1: We need to go and reward that behavior and checking that that are.
• 22:01
  Speaker 1: But marketing performance is down and deal read is down over here.
• 22:04
  Speaker 1: We're concerned about churn.
• 22:04
  Speaker 1: Let's get in there.
• 22:05
  Speaker 1: All this has been misquoted or miss sold, so we need to do a training there.
• 22:10
  Speaker 1: Suddenly AI is being directive with where you drive your human resource, improving efficiency and improving accuracy.
• 22:18
  Speaker 2: It's really becoming an extra colleague, or let's say, extra colleagues, dozens of them who are like your personal assistant.
• 22:24
  Speaker 2: They help you with content.
• 22:25
  Speaker 2: It's like really, from that perspective, it can help it so much and indeed, especially with that predictive AI, it can literally predict where is this partner heading like, are they going up, are they going down?
• 22:36
  Speaker 2: And the more data you gather about your partner basis while, the more that will help you.
• 22:40
  Speaker 2: And I think, especially in channel, that's going to be such a big breakthrough because we've had a lot of podcast discussions already about that.
• 22:48
  Speaker 2: There's so much data in direct sales and so little in partner sales and I think that's the big opportunity of AI that that will come together a lot more.
• 22:56
  Speaker 1: Yeah, I was.
• 22:57
  Speaker 1: I was looking at a tool that manage that records your meeting right and it takes notes for you.
• 23:02
  Speaker 1: Pretty simple tool, really good AI tool, send follow up actions.
• 23:06
  Speaker 1: But what they're able to do is they're able to understand if there was a miscommunication.
• 23:10
  Speaker 1: So I said something, customer replied, but didn't reply exactly the way that I'd said it, but I didn't notice.
• 23:18
  Speaker 1: I just moved on, and so it flags and says hey, just watch out here.
• 23:23
  Speaker 1: We think there was a misunderstanding.
• 23:24
  Speaker 1: Here's the clip for you to watch so that you can confirm there's a misunderstanding.
• 23:29
  Speaker 1: And our suggestion is you now call the customer back and clarify.
• 23:32
  Speaker 1: Imagine doing that at scale.
• 23:35
  Speaker 1: Like you, will sharpen the efficiency of communication.
• 23:38
  Speaker 1: And that communication between person to person is where a lot of mistakes happen within the channel, because we're infallible.
• 23:44
  Speaker 1: We make mistakes constantly.
• 23:44
  Speaker 1: People are busy, the stress that kids didn't get any sleep, and now I'm not thinking 100% whatever and suddenly I've miscommunicated.
• 23:53
  Speaker 1: Something about pricing was an a jeopardizer project, a jeopardizer relationship?
• 23:56
  Speaker 1: Well, if I get a message immediately after the meeting hey, you said 15%, but he said 50.
• 24:03
  Speaker 1: Now I can call them back and just say hey, just want to clarify.
• 24:06
  Speaker 1: I've gone back through the meeting.
• 24:07
  Speaker 1: I just want to confirm.
• 24:08
  Speaker 1: I said 15%.
• 24:09
  Speaker 1: We've caught it before there was even a problem.
• 24:12
  Speaker 1: A problem, that's what predictive AI can do to improve person to person relationships.
• 24:19
  Speaker 2: Yeah, super, we haven't even touched upon that.
• 24:21
  Speaker 2: But indeed, with tools like gong, etc.
• 24:24
  Speaker 1: Where actually your conversations are analyzed and it gives you the right next steps, there are endless possibilities and again, we're just talking about efficient, and the thing that I like is for me, I'm a network person, I'm a people person.
• 24:36
  Speaker 1: My perfect job is speaking to people all day long, and with AI, I can automate my annoying processes between meetings.
• 24:43
  Speaker 1: That I don't want to do and I hate sending up follow up right, we all do.
• 24:46
  Speaker 1: It's just admin, hang on, click, click, click, done right, and so then that means I can have more meetings, more conversations, do the things that I feel I was born to do.
• 24:54
  Speaker 1: I feel that I love most and I'm most effective and most dangerous in my job.
• 24:58
  Speaker 1: Great, because AI can sort out the really boring mechanisms behind it.
• 25:03
  Speaker 2: Yeah, AI in channel sounds like the ultimate couple and I think it is.
• 25:07
  Speaker 2: Thanks for sharing today.
• 25:09
  Speaker 2: Again, alex, and for listeners.
• 25:11
  Speaker 2: If you want to learn more about how you can implement AI for your channel or you want to spar about it, please send me or Alex.
• 25:18
  Speaker 2: At the end we're both complete a ironer, so we love to chat about it.
• 25:20
  Speaker 2: Hope you enjoyed it.
• 25:22
  Speaker 2: You can leave a review, or you can also look at more information via the URL in the definition of this podcast, and see you next week.