For Sales Tech, AI Is an Evolution of Expert Systems and Knowledge Management

For sales tech, AI is an evolution of expert systems and knowledge management, combining rules engines and predictive behavior analysis to automate parts of the sales funnel.

Both marketing and sales teams rely heavily on data visualization and reporting tools. Tru Measure delivers advanced tracking technology with metrics dashboards for a complete analysis of ROI for modern marketing campaigns. We spoke to Andrew McFadden, Director Sales and Marketing at Tru Measure, to understand how sales tech leaders prepare for an AI-centric world.

Tell us about your journey into sales and revenue industry.

After earning my MBA about 15 years ago, I focused on the marketing and sales of new technology, both internally and externally. I’ve always been interested in technology and how to use it to help businesses grow. Having worked with several tech start-ups and in the newspaper industry was a perfect backdrop for combining my interests and talents at Tru Measure.

What inspired to join Tru Measure?

Tru Measure’s success over the past nine years offers a unique opportunity to leverage customer knowledge and relationships to take the company to the next level. Digital marketing, attribution, and proof of performance continue to evolve, and Tru Measure’s partners will look to us to help them deliver results to their clients.

How do you define Revenue Management from a current perspective on business intelligence and reporting?

Business intelligence and reporting provide companies the information necessary to make informed decisions. The best reporting tools are sales tools. Whether you are communicating internally to gain buy-in on an initiative, or externally delivering results to partners or vendors, decisions are more data-driven now than ever.

How do you prepare for an AI-centric world as a sales tech champion?

For sales tech, AI is an evolution of expert systems and knowledge management, combining rules engines and predictive behavior analysis to automate parts of the sales funnel. There are some really interesting and amazing AI companies helping educate sales and marketing leaders on the possibilities. What is important to realize is that the human element is not completely removed. Take x.ai for example – basic appointments can be scheduled, but for any level of detail, a human intervenes to “teach” the computer additional responses.  Furthermore, in sales and marketing, relationships go a long way. This can’t be replaced by AI.

Which sales automation and intelligence technologies are you currently working with? 

We use CRM, email, social, marketing automation and sales enablement to help identify ideal customers and move them quickly through the sales funnel.

How do you work with data science, process automation, enterprise planning, and advanced analytics at Tru Measure?

With more than 100,000 advertiser campaigns across 100-plus U.S. markets being tracked and reported on within the Tru Measure platform, we are able to obtain a tremendous amount of campaign performance data that can be broken down by industry, media tactic and key performance metrics (KPIs). Our proprietary Tru Track technology gives us access to advanced analytics and provides us with valuable insights that can be used for benchmarking and helping our customers manage expectations. In addition, our enterprise reporting allows our resellers access to how the platform is being used from both an internal and external perspective. Increased adoption from both sales reps and their advertisers translates to higher retention and increased revenue.

Directly or indirectly, which sales leaders and companies have made the most profound impact on the way you work with technology for sales and revenue?

The first influence on my interest in sales and revenue and technology was Vijay Gurbaxani, a professor at the University of California Irvine Paul Merage School of Business, who taught several classes on how technology will transform businesses, and the value and impact of technology. While working with the Press-Enterprise, a remarkable team of executives coached me, teaching me about the sales process and how technology needs to be positioned within the organization.

What are the major pain points for businesses in putting a 360-degree focus on Sales tracking for better account conversions?

The first and most difficult challenge is for businesses to admit they have a problem if they don’t already have a 360-degree, or holistic, focus on their sales tracking and revenue. A business operating any other way must get everyone on the same page, clearly identify the problem and find a solution for it.

Thank you, Andrew, for talking to us about your journey into sales and the growing role of AI and analytics in sales tech ecosystem!