More than a quarter of CROs to establish AI operations teams in go-to-market within two years, Gartner claims

Recent research found generative AI could democratise, accelerate and enable production of buyer-centric content

Thirty-five percent of chief revenue officers (CROs) will establish a generative AI operations team in their go-to market (GTM) organisation by 2025, according to Gartner.

The research found that faster, deeper insight generated by AI will accelerate the speed at which GTM teams produce buyer content and adapt to market forces, ultimately improving the reliability of sales' decision making and improving end-to-end revenue outcomes.

Currently, sellers spend 52 per cent of their time on creating and delivering value messaging across the sales process, according to Gartner's seller time spend assessment of 1,204 sellers in May 2023.

Generative value messaging, or the ability to harness the power of generative AI for buyer-centric messaging and content, could significantly reduce the time it takes sellers to produce and disseminate quality content.

Feeding into this research, another recent study by Gartner also found that 'fear of missing out' is driving CEOs to throw cash at AI.

"There is a great burden on sellers to deliver customised value stories to all the buyers in all the deals in their pipeline," said Dan Gottlieb, senior director analyst in the Gartner sales practice.

"When generative AI is strategically combined with seller creativity and compelling data, frontline sellers can craft better buyer messaging faster."

At the front line of generative AI operations are messaging strategists, or internal creators responsible for messaging program design.

Their roles involve fine-tuning generative AI models and maintaining content moderation policies, among others, to deliver generative value messaging.

By 2025, Gartner anticipates 45% of B2B revenue organisations will list "prompt engineering" as a required skill on job descriptions for messaging strategist roles.

Gottlieb concluded: "By adopting generative value-messaging, CROs will improve sales execution for top-line growth, drive resource efficiencies that lower the cost of sales, and create more custom-made content for opportunities previously constrained by the limitations of only humans creating content."