Published: 19 June 2023
Generative AI technology can significantly accelerate creating messaging content, but real risks remain and its impact on operations and budget are not yet understood. Chief revenue officers can methodically harness the technology by using Gartner’s generative value messaging operational framework.
Chief revenue officers (CROs) are anxious to take advantage of generative AI’s significant potential, but struggle to develop a plan given limited knowledge and major concerns about the risks associated with its use.
Despite widespread access to the technology, best practices are few and far between. Limited guidelines, processes and governance mechanisms exist for B2B operators, leaving practitioners to figure out how to deploy the technology on their own.
Early sales and marketing (or revenue) technology products built with generative AI, specifically large language models (LLMs), enable business users to create, tune and evaluate customized messaging prompt inputs and
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