WEBVTT 8e56e0f6-cb85-43b3-8f81-09276d8d2e11-0 00:00:00.680 --> 00:00:04.295 Let's take a minute to thank Innovator Sponsor BCG for their 8e56e0f6-cb85-43b3-8f81-09276d8d2e11-1 00:00:04.295 --> 00:00:05.600 support of Dreamforce. dfcb7052-3f83-4c73-b677-c4ae154c2756-0 00:00:05.600 --> 00:00:09.153 Joining me now is BCG managing director and senior partner, dfcb7052-3f83-4c73-b677-c4ae154c2756-1 00:00:09.153 --> 00:00:10.160 Phillip Andersen. ffadccb7-d921-43ba-b5e8-0cfe11f92f91-0 00:00:10.160 --> 00:00:11.080 It's so nice to see you. 340f9165-f3f7-4a12-babc-ae81f9231c80-0 00:00:11.080 --> 00:00:12.040 Thanks, nice to see you as well. 8f17ce2d-7ed3-4986-b74c-483416260710-0 00:00:12.320 --> 00:00:16.505 So, let's talk about the role of generative AI in the future of 8f17ce2d-7ed3-4986-b74c-483416260710-1 00:00:16.505 --> 00:00:17.160 B2B sales. 218747d5-bd9d-46ce-ae93-656e5141becf-0 00:00:17.680 --> 00:00:18.120 Yes. 869748af-3aea-4fd5-830f-955a87750392-0 00:00:18.320 --> 00:00:21.454 So first of all, we're super excited to be here and see all 869748af-3aea-4fd5-830f-955a87750392-1 00:00:21.454 --> 00:00:22.760 the innovation this year. d7cf3270-e15a-4160-b662-21697033dd20-0 00:00:23.360 --> 00:00:26.564 At BCG, about 10 years ago, we founded a practice called Next d7cf3270-e15a-4160-b662-21697033dd20-1 00:00:26.564 --> 00:00:26.720 Gen 0cd18985-0c7b-46a2-b58a-71a9de416247-0 00:00:26.880 --> 00:00:29.516 Sales to take really advantage of data and technology and the 0cd18985-0c7b-46a2-b58a-71a9de416247-1 00:00:29.516 --> 00:00:30.240 power of selling. ea198e11-b9ad-4dad-8914-173312a804a9-0 00:00:30.240 --> 00:00:32.913 And over the last 10 years that's been an exciting journey ea198e11-b9ad-4dad-8914-173312a804a9-1 00:00:32.913 --> 00:00:35.586 and we've really seen the impact with our clients and with ea198e11-b9ad-4dad-8914-173312a804a9-2 00:00:35.586 --> 00:00:36.040 ourselves. e92d713d-2571-4c6a-aa7e-d628f3950ace-0 00:00:36.200 --> 00:00:40.092 But as we look ahead, this move from augmenting sellers with the e92d713d-2571-4c6a-aa7e-d628f3950ace-1 00:00:40.092 --> 00:00:43.565 right data to now moving into driving autonomous selling, e92d713d-2571-4c6a-aa7e-d628f3950ace-2 00:00:43.565 --> 00:00:47.337 driving true assisted selling, and creating agents that really e92d713d-2571-4c6a-aa7e-d628f3950ace-3 00:00:47.337 --> 00:00:51.109 provide both autonomous selling and enabling sellers to engage e92d713d-2571-4c6a-aa7e-d628f3950ace-4 00:00:51.109 --> 00:00:54.582 very differently is super exciting and we're very excited e92d713d-2571-4c6a-aa7e-d628f3950ace-5 00:00:54.582 --> 00:00:55.840 about the innovation. a03f101f-0f8d-497c-a129-fd3591087d12-0 00:00:55.960 --> 00:00:58.560 All right, so then paint the picture for me of the future, a03f101f-0f8d-497c-a129-fd3591087d12-1 00:00:58.560 --> 00:01:00.720 you know, down the road, what does it look like? f85d4e57-a916-428d-8308-70972e49240a-0 00:01:00.720 --> 00:01:02.080 What's the future you envision? e69d7f72-d5d9-4e3d-9475-41f921cec0b5-0 00:01:02.520 --> 00:01:05.520 Well, to some degree, we, we see two things happening. 41d046cc-a893-4fd1-97fa-ccaaba5a6c8c-0 00:01:05.520 --> 00:01:08.621 One is, you know, in every job for sellers or marketers, 41d046cc-a893-4fd1-97fa-ccaaba5a6c8c-1 00:01:08.621 --> 00:01:10.200 there's joy and there's toil. 05be673c-000e-4ccc-adfd-251a07ee260f-0 00:01:10.480 --> 00:01:14.072 And the toil work is where there's real opportunity to 05be673c-000e-4ccc-adfd-251a07ee260f-1 00:01:14.072 --> 00:01:17.796 innovate and have sellers engaging with agents that help 05be673c-000e-4ccc-adfd-251a07ee260f-2 00:01:17.796 --> 00:01:21.520 them sell better or get the pricing, drive the RFP, etc. 5d8cb279-7576-4c86-8fc5-442f96d28149-0 00:01:21.520 --> 00:01:25.686 So, that, really taking the toil out, but then also inventing new 5d8cb279-7576-4c86-8fc5-442f96d28149-1 00:01:25.686 --> 00:01:29.600 experiences for both employees and sellers and marketers, but 5d8cb279-7576-4c86-8fc5-442f96d28149-2 00:01:29.600 --> 00:01:30.800 also for customers. 831a7f2f-e2fb-4675-8cdc-cac5b2b91382-0 00:01:31.080 --> 00:01:35.387 So, BCG has developed a three-horizon framework for 831a7f2f-e2fb-4675-8cdc-cac5b2b91382-1 00:01:35.387 --> 00:01:39.280 leveraging generative AI in all the B2B sales. be5b8076-ec01-415b-a6e4-9ddbb724562d-0 00:01:39.640 --> 00:01:42.480 Talk a little bit about that and how does that drive 6123314e-a6ee-4d26-a21e-ace48acf76c2-0 00:01:42.480 --> 00:01:45.480 organizations in transforming their GTM market? b2681534-994b-4e07-a2d7-f506a4417922-0 00:01:45.480 --> 00:01:45.920 Certainly. f516e928-f23c-4864-b177-8c2ef6688667-0 00:01:45.920 --> 00:01:48.728 So, our framework, we call it DRI, Deploy, Reshape, Invent. f516e928-f23c-4864-b177-8c2ef6688667-1 00:01:48.728 --> 00:01:51.725 That's about deploying the right capabilities and getting those f516e928-f23c-4864-b177-8c2ef6688667-2 00:01:51.725 --> 00:01:54.534 in the hands of sellers to do the things, and marketers and f516e928-f23c-4864-b177-8c2ef6688667-3 00:01:54.534 --> 00:01:56.360 customer service agents, do the things d5a4711c-352e-4a66-ae44-79a77dfa038b-0 00:01:56.360 --> 00:01:58.400 they do well, everyday, a little bit better. f97dcf61-90da-4a30-aebf-15bd9c0f7821-0 00:01:58.680 --> 00:02:01.989 Reshape is about reshaping processes and functions really f97dcf61-90da-4a30-aebf-15bd9c0f7821-1 00:02:01.989 --> 00:02:05.527 changing the way work gets done and invent is about inventing f97dcf61-90da-4a30-aebf-15bd9c0f7821-2 00:02:05.527 --> 00:02:06.440 new experiences. e6745630-ec08-4980-a587-ffec887333c7-0 00:02:06.600 --> 00:02:08.920 Now for most companies, they're in the deploy. a66252c1-08d6-4070-a003-06e664df7be9-0 00:02:08.960 --> 00:02:12.781 50% of the companies we research suggest they've already deployed a66252c1-08d6-4070-a003-06e664df7be9-1 00:02:12.781 --> 00:02:13.360 use cases. aa8ae315-63e4-41f6-b103-6fb7f5c8eeb4-0 00:02:13.480 --> 00:02:15.120 They're out there using the technology. 1c259801-0820-4e06-8fca-142de1152f4c-0 00:02:15.320 --> 00:02:19.275 The next horizon is reshaping functions and processes with the 1c259801-0820-4e06-8fca-142de1152f4c-1 00:02:19.275 --> 00:02:20.720 power of generative AI. afde18b5-d904-4f08-8086-2cbbc537b44c-0 00:02:20.880 --> 00:02:24.065 How do you think organizations should be approaching the afde18b5-d904-4f08-8086-2cbbc537b44c-1 00:02:24.065 --> 00:02:26.804 process of integrating generative AI into what's afde18b5-d904-4f08-8086-2cbbc537b44c-2 00:02:26.804 --> 00:02:29.039 already there, what's already existing? 9928f053-fec0-4963-adab-f4f51ce5a03d-0 00:02:29.360 --> 00:02:32.511 Well, I think a big chunk of that comes down to really taking 9928f053-fec0-4963-adab-f4f51ce5a03d-1 00:02:32.511 --> 00:02:34.240 a hard look at the process first. db010f42-52c7-4a47-9080-7c92dbee1424-0 00:02:34.400 --> 00:02:36.920 So how can we really, where's the value? 57340132-c0b8-4098-9047-840cb0bb3a58-0 00:02:37.000 --> 00:02:38.560 How do we change the processes? 8fd5a527-a7a1-4b8a-8856-1e962cbab80e-0 00:02:38.720 --> 00:02:41.964 And then how do we bring the technology, fit for purpose, 8fd5a527-a7a1-4b8a-8856-1e962cbab80e-1 00:02:41.964 --> 00:02:44.762 using all the great configuration capabilities of 8fd5a527-a7a1-4b8a-8856-1e962cbab80e-2 00:02:44.762 --> 00:02:47.280 the platform to go and, and drive the value. b5505357-ad0c-44ca-9a60-4d20ec2f2dab-0 00:02:47.280 --> 00:02:49.280 So the change management is the big unlock. c2056a45-438b-4de3-8b13-3211d7a4cf74-0 00:02:49.280 --> 00:02:53.235 And when we see this with our research, 74% of execs say, hey, c2056a45-438b-4de3-8b13-3211d7a4cf74-1 00:02:53.235 --> 00:02:56.938 we want to see the business impact, we expect it, but only c2056a45-438b-4de3-8b13-3211d7a4cf74-2 00:02:56.938 --> 00:03:00.580 50% say that they're feel confident they can actually get c2056a45-438b-4de3-8b13-3211d7a4cf74-3 00:03:00.580 --> 00:03:02.840 to that value and change management b4ca09ea-38d8-4e06-9c7f-fe54f0d3f83e-0 00:03:02.840 --> 00:03:06.472 is that big unlock that brings the technology to the business b4ca09ea-38d8-4e06-9c7f-fe54f0d3f83e-1 00:03:06.472 --> 00:03:07.000 outcomes. 40c52f18-4c3f-485e-be6a-de4c6f60020f-0 00:03:07.000 --> 00:03:10.418 So given that, what's the advice that you would give an 40c52f18-4c3f-485e-be6a-de4c6f60020f-1 00:03:10.418 --> 00:03:14.082 organization that's trying to figure it out and maybe start 40c52f18-4c3f-485e-be6a-de4c6f60020f-2 00:03:14.082 --> 00:03:16.280 their journey to AI? To some degree d33870e1-0ee3-4028-b4f5-cc706705640c-0 00:03:16.280 --> 00:03:19.566 the first thing is focus on the value, and that's two kinds of d33870e1-0ee3-4028-b4f5-cc706705640c-1 00:03:19.566 --> 00:03:19.880 value. 3c99ac86-1939-420c-a9ba-14b503f5f50d-0 00:03:19.880 --> 00:03:21.200 We talked a little bit about toil. 63429583-0485-4444-a1dc-9f1dfbd4dd3e-0 00:03:21.440 --> 00:03:23.840 There's value in just where is - get rid of that - the pain. 951343b8-6cc2-4cfc-9b4c-24c111376105-0 00:03:24.280 --> 00:03:26.964 The other side is where's the business value? Where's the 951343b8-6cc2-4cfc-9b4c-24c111376105-1 00:03:26.964 --> 00:03:28.400 cost? Where's the inefficiency? f4bbbd6b-5dee-4d06-a2bc-9f19fa671bc3-0 00:03:28.600 --> 00:03:31.687 And by starting with a view on where the value is going to be, f4bbbd6b-5dee-4d06-a2bc-9f19fa671bc3-1 00:03:31.687 --> 00:03:34.725 you can then work backwards to say, what's the process change f4bbbd6b-5dee-4d06-a2bc-9f19fa671bc3-2 00:03:34.725 --> 00:03:36.440 that's needed to make that happen, 09de514d-a8d3-4102-b8ca-98d77afab3b7-0 00:03:36.600 --> 00:03:39.360 and then what's the technology that is needed to unlock it. 3601d5fb-78ad-42b9-9120-4a4ec626c92d-0 00:03:39.360 --> 00:03:42.726 So, our advice is always focus on value and the employee 3601d5fb-78ad-42b9-9120-4a4ec626c92d-1 00:03:42.726 --> 00:03:46.093 experience and the culture around it first and then work 3601d5fb-78ad-42b9-9120-4a4ec626c92d-2 00:03:46.093 --> 00:03:49.519 your way back to how to get that value out of the system. 2c933d29-6245-49c3-8eb1-a2c89505dead-0 00:03:49.640 --> 00:03:50.040 Excellent. 1503d253-de37-412e-aee7-2d645d5af9f5-0 00:03:50.040 --> 00:03:52.360 Phillip Andersen from BCG, nice to talk to you. 35536f0d-5a5d-4cfb-8efa-96504e2fe654-0 00:03:52.360 --> 00:03:53.200 Nice to talk to you as well. 92bbf374-0715-41a4-a5c0-5047022f8359-0 00:03:53.200 --> 00:04:04.650 Thanks so much for the time. 49138a47-eca0-4882-a932-88726351400c-0 00:04:04.650 --> 00:04:05.930 To link Gen AI to business objectives, 23f3b23c-5ec4-4c85-821f-3f65445479f9-0 00:04:05.930 --> 00:04:08.370 there are two exercises all of you need to be doing. 047b06d9-6772-48d9-9e05-2944448338b6-0 00:04:08.370 --> 00:04:10.610 1, is truly understanding what Gen df76c196-b34b-4d7b-9d6c-da3e7ab1a95b-0 00:04:10.610 --> 00:04:11.330 AI can do. 53081a80-c277-4516-a12e-ffc35014e2ed-0 00:04:11.650 --> 00:04:14.464 Understanding what are the tools, the methodologies, the 53081a80-c277-4516-a12e-ffc35014e2ed-1 00:04:14.464 --> 00:04:17.526 software packages out there that exist and what are they good 53081a80-c277-4516-a12e-ffc35014e2ed-2 00:04:17.526 --> 00:04:19.650 for, what they can be used for versus not. 8847f1cf-3cb7-41b2-a751-62b1738b0c8c-0 00:04:19.890 --> 00:04:22.904 At the same time, you need to do the constant business hygiene of 8847f1cf-3cb7-41b2-a751-62b1738b0c8c-1 00:04:22.904 --> 00:04:25.735 thinking through what are your customers biggest pain points, 8847f1cf-3cb7-41b2-a751-62b1738b0c8c-2 00:04:25.735 --> 00:04:28.521 what are, what are you really solving for, and what is going 8847f1cf-3cb7-41b2-a751-62b1738b0c8c-3 00:04:28.521 --> 00:04:30.120 to give you competitive advantage. 80c6ef28-1b62-4f77-a72a-f75968a8d1b4-0 00:04:30.120 --> 00:04:31.960 And you're doing those two things in parallel. 8a916a2c-9b30-4442-9e49-9a1b412a002e-0 00:04:32.280 --> 00:04:35.179 And just the discipline of going through the thinking motion of 8a916a2c-9b30-4442-9e49-9a1b412a002e-1 00:04:35.179 --> 00:04:36.040 how can you use Gen 33b2ee88-1f4a-4cc2-9c12-d8db7e656857-0 00:04:36.040 --> 00:04:39.297 AI to solve these biggest problems is something that needs 33b2ee88-1f4a-4cc2-9c12-d8db7e656857-1 00:04:39.297 --> 00:04:42.720 to be a regular rhythm and part of your ongoing muscle build. 4a2a48f4-de51-4296-8303-ddb0f9b6eb79-0 00:04:42.760 --> 00:04:45.148 And if you do that in a consistent way, you're going to 4a2a48f4-de51-4296-8303-ddb0f9b6eb79-1 00:04:45.148 --> 00:04:47.365 start identifying those opportunities of how you're 4a2a48f4-de51-4296-8303-ddb0f9b6eb79-2 00:04:47.365 --> 00:04:47.920 embedding Gen 539a09f8-44f3-4b42-b1ee-a301c4319727-0 00:04:47.920 --> 00:04:49.120 AI into everything you're doing.