Why AI Apps Will Become a Game-changer to Drive Pipeline in 2025

GTM teams are under constant pressure to create new pipeline and show quarter over quarter growth. Even if your historic conversions are above industry standard, you can’t assume they will continue on that trajectory, and let’s face it, growth is always the goal. Up and to the right. In this blog we’ll explore why AI is an essential part of every busy team's GTM plans and is especially critical when it comes to driving revenue-related activities. 

Do You Fully Understand Your Pipeline Data?

Before deciding exactly where to invest or perhaps double-down on what’s working, you need to understand what your data is telling you about current investments.

Sure, you’re always checking dashboards and reports daily, or at least weekly but the reality is, do you share the same data insights across the full GTM team? 

In other words does marketing, sales and RevOps all analyze the same data charts and insights?

Sadly the answer lies somewhere between “sometimes or rarely” The only way to fully optimize program and campaign investments is to be exactly on the same page, consistently.

How Manual are Your Data Insights?

Because distinct teams use different tech platforms, the data is fragmented and spread across a mix of Hubspot, Salesforce, Amplitude and perhaps a Netsuite and if your team is farther along, you may have a data warehouse, such as Snowflake.

Many hours of manual data wrangling then takes place because you need to integrate from all disparate source systems before you can then make sense of it, by asking the right questions. For teams with a data warehouse this can mean reaching out to a data science team and waiting for answers.

Working directly with our customers, the answer to such questions is often “we spend several hours each week and even longer when it comes to QBR and board meeting prep”.

Not only is this costly but it’s highly risky for the business. It means multiple days go by every quarter before you really understand what’s happening in the business. This then causes a further delay on making decisions, post data insights. Without all the data fully connected and integrated, you just can’t see the big picture. 

Let AI Do Your Data Analysis

Imagine a world where you log-in every morning and view a dashboard of AI Apps that are proactively running with a result output. Or you get an email daily that informs you what metrics are trending up or down proactively letting you know where you need to invest.

Perhaps you decide to kick off an app that runs and everyone on the team sees the same set of KPIs, in real-time. You avoid hours of data manipulation and extracting into sheets before making sense of it. 

Even better, imagine now you have the ability to type using a text-based question, just like a prompt in ChatGPT, against your data-set for an instant answer. Now turn those answers into a beautiful visual chart and bring to your GTM weekly sync for collaboration. You become more focused, avoiding hours of hypothesizing what’s happening across the funnel. 

With hours saved, you start to operate more efficiently. Ultimately, it reduces business risk.

With Deep Pipeline Understanding, Now You Can Automate Program Activities

Once you agree on what’s working and where conversions are higher, you start to double-down and invest more. Now is the time to really lean on AI to move faster by automating key activities from the top of the funnel all the way to the bottom.

Let’s take some specific problems and examples for a marketing growth team that wants to deliver a new campaign, and beat their closest competitor. 

The Situation: 

Product just launched a powerful new feature that will drive significant value for a segment of customers and it's highly differentiating vs your closest competitor.

This is the time to let AI Apps do the heavy lifting so you can go to market much faster. Let’s highlight specific AI App examples that I will add, which actually exist today with a suggested sequence for implementation. Previously this work would be conducted by multiple team-members and you often would have to wait until the prior step is complete.

1. Create landing page content from new product brief

2. Generate a blog from a YouTube webinar and content for social channels 

3. Generate best SEO blog topics vs Competitor

4. Scrape competitor media coverage and identify their focus, attention and sentiment 

5. Personalize outbound copy for sales about new product feature

6. Track competitor’s ads on social channels (e.g. Facebook and Google) to identify what’s converting.

By kicking off a series of these sequenced tasks and steps, you’re effectively fast-forwarding your way to market which of course impacts your pipeline growth. 

You know faster what’s working when it comes to content and messaging. You see engagement, click-throughs and hopefully conversions sooner.

You Now Have Full Context and Real-time Updates

What’s more you have full context and control because you know exactly what your competitor is saying in the market. You’re executing in real-time and parallelizing all the steps, rather than waiting for a team member to pour over all your competitor’s sites and relevant pages, wasting time trying to contextually understand first and then figure out how to outperform in the market.

This is just one example of how AI can execute specific GTM tasks and can transform your team’s efficiency and ability to make a difference. There are many other GTM examples where an AI App excels in areas where human-led processes struggle. From analyzing vast datasets to providing real-time recommendations, these Apps streamline and optimize every step of your sales and marketing funnel.

Why AI Apps Are Game-Changers for Your Pipeline

1. Personalized Engagement at Scale

AI Apps analyze user behavior, preferences, and interactions. With full access to this data, you now deliver hyper-personalized content, making sure that every touchpoint resonates with the unique needs and pain points. This in turn leads to higher engagement, keeping prospects around and nurtured until their timing is right for a buying cycle.

2. Improved Scoring and Qualification

Not all leads should be treated equally. In fact, chasing every lead the same way is a waste of time. AI Apps tell you who is visiting your site, how often and if they are a relevant ICP account and the right persona. This keeps the sales team focused on high-quality contacts that show real intent, reducing wasted effort and let’s face it, frustration. 

3. Enrichment. Email to Account Matching 

An AI App that automatically processes incoming leads with a provided email. The AI App automatically categorizes the contacts (leads). For sales this means emails are cleaned up, mapped to existing accounts and the team can move faster, knowing they have the right info for effective follow-through.  

4. Faster Decision-Making

AI doesn’t sleep. It processes information in real time, enabling your business to respond to opportunities instantly. Whether sending an email, proactively offering a discount to important customers, or assigning a new lead to a team member, AI Agents always stay on top of things to ensure no opportunity is missed.

How AI Apps & Agents Boost Conversions

Driving pipeline growth is only part of the equation. AI Agents & Apps are equally adept at converting leads into paying customers. Here’s how:

1. Dynamic Content Optimization

Agentic AI Apps can test and optimize website copy, ad copy, and CTAs in real-time. We’re all familiar with A/B testing but the AI App can proactively suggest copy when you need it. This allows you to publish the most effective version of your content, tailored to user preferences, increasing conversion rates.

2. Deal Win-Loss Analysis

Let AI analyze your opportunity wins and losses so the entire team becomes knowledgeable and improves the sales cycle flow. AI Apps do the “legwork”, looking at the length of the cycle, milestone stages, use cases, pricing, objections, and buyer personas involved throughout. 

4. Sales Enablement Insights

AI apps can analyze sales calls, emails, and interactions to provide actionable insights. By identifying successful tactics and common objections, sales teams refine their strategies to close deals more effectively.

Implementing AI Apps in Your Workflow

To fully leverage AI for pipeline growth and conversions, businesses must integrate such capabilities thoughtfully. Here’s how I suggest you get started:

Step 1: Define Your Goals Clearly

Identify objectives, such as focusing on top-of-funnel investments, MQL-to-SQL conversion rates, reducing lead response time, or boosting average deal size. Clear goals will guide your AI strategy.

Step 2: Choose the Right AI Tech

Evaluate AI Apps based on your needs and take into consideration key factors such as:

• Ease of integration with your existing systems and apps.
• Intuitive and fast onboarding for the entire team.
• The breadth of use-cases and capabilities and avoid point-solutions that only do one thing.

Step 3: Integrate with Existing Systems

Ensure your AI Apps seamlessly connect with your current tech stack. Proper integration minimizes data silos and maximizes the effectiveness of your AI tools.

Step 4: Monitor, Optimize & Improve

AI Apps are not set-and-forget solutions. Regularly review performance KPIs, experiment with new strategies, and adjust based on the insights provided by your AI apps.

Don’t Get Left Behind

AI-driven Applications are reshaping the way businesses grow their pipelines and achieve higher conversions. By personalizing engagement, optimizing the customer journey, and providing actionable insights, these tools empower businesses to outperform competitors and deliver exceptional results. 

Whether you’re just starting with AI or looking to expand its use, the potential for growth is immense. Start leveraging AI apps today, and watch your pipeline and conversions soar. 

Reach out to me directly at pankaj@markovml.com as I’d love to hear from you and learn how you’re currently implementing AI technologies as a GTM team.