Revenue operations (RevOps) teams play a crucial role in driving growth and efficiency. Despite their focus on AI-enabled tools, they often neglect adopting the latest AI technology for themselves. However, many revenue teams in B2B organizations are already leveraging AI and plan to use it more in their marketing efforts. AI is also embedded in various tools and platforms, even if not explicitly recognized. The adoption of visible AI has surged since the launch of ChatGPT 3. 5, particularly in content generation. AI encompasses more than just generative capabilities. Forrester identifies five categories of AI capabilities: automation, perception, prediction, prescription, and generation. RevOps professionals can leverage these technologies to improve performance and deliver greater value across the revenue ecosystem. There are several ways for RevOps teams to benefit from AI: 1. Analytics: AI improves pattern identification, segment building, persona identification, and actionable insights generation. It also enables advanced predictive analytics and sophisticated data visualization. 2.

Workflow automation: AI streamlines and automates routine tasks, saving time and allowing teams to focus on value-added activities. It can also generate reports and highlight opportunities for process improvement. 3. Data governance: AI improves data quality by identifying and fixing anomalies. It helps unify audience identities and enables better understanding of the market. 4. Revenue process enhancements: AI analyzes customer data to identify opportunity propensity scores. It also monitors customer interactions and sales data to predict churn and identify expansion opportunities. Additionally, AI helps organizations identify buying groups. 5. Campaign optimization: AI can optimize campaigns by managing multivariate testing, segmenting target audiences, and providing real-time analytics and insights for data-driven decisions. RevOps teams should lead the adoption of AI to align with the broader revenue ecosystem. They should define clear goals and focus on meeting business objectives. Assessing existing technology, AI adoption, processes, data, and skills is crucial to determine the necessary steps for achieving the goal. RevOps should communicate their AI roadmap to stakeholders and prioritize privacy and security compliance. Ultimately, RevOps teams should be proactive in experimenting with AI to drive innovation and success.