AI technology is evolving fast. Keeping up with AI can feel like a full time job. Developing real world use cases with tangible returns can feel impossible.
However, forward thinking organizations like Zapier have figured out how to leverage AI and impact business outcomes.
In a recent episode of "GTM with AI," host Conor Jeffers sat down with Lindsay Rothlisberger, Director of Revenue Operations (RevOps) at Zapier, to explore how her team is leveraging AI to drive efficiency, enhance customer experiences, and scale their growth operations. With over 16 years of experience in marketing and a proven track record in transforming ideas into impactful strategies, Lindsay shared invaluable insights into the innovative AI applications at Zapier.
The Evolution of RevOps at Zapier
Lindsay’s journey in RevOps began from a foundation in event marketing and demand generation, where she developed an interest in optimizing marketing activities. Her transition into marketing operations allowed her to focus on personalizing and scaling marketing campaigns, eventually leading her to the world of RevOps. At Zapier, Lindsay was the first marketing ops hire and has been instrumental in shaping a unified RevOps organization that coordinates across marketing, sales, and customer success to drive efficiency and strategic decision-making.
Integrating AI into RevOps
Zapier’s approach to AI integration is both innovative and strategic. Lindsay emphasized that the key to successfully implementing AI is to focus on solving specific problems rather than treating AI as a separate entity. By using AI to address real challenges within RevOps, Zapier has managed to significantly enhance their operations.
Here are some key insights from Lindsay's experience:
AI Strategy Forums
At Zapier, RevOps leads internal AI strategy forums to share learnings, gather feedback, and facilitate organizational change. This collaborative approach ensures that AI initiatives are aligned with business goals and receive the necessary support from across the company.
Experimentation and Results:
Lindsay highlighted the importance of dedicating time to experiment with AI tools. Zapier even hosted an AI hack week to allow team members to explore new tools and develop innovative solutions. By showcasing tangible results, such as increasing sales capacity by two demos per week per rep, Zapier has gained significant internal buy-in for their AI initiatives.
Diverse Use Cases
Zapier utilizes AI across various applications, from lead routing and customer handoffs to sales coaching and product feedback aggregation. These use cases demonstrate AI's potential to streamline operations, enhance customer experiences, and provide valuable insights for strategic decision-making.
Practical AI Applications at Zapier
Lindsay shared several practical examples of how Zapier is leveraging AI to drive efficiency and improve performance:
Lead Routing: By analyzing free text information from inbound inquiries, Zapier uses AI to correctly identify and route support requests, ensuring that sales teams focus on qualified leads.
Customer Handoffs: AI automates the handoff process between sales and customer success by summarizing call transcripts and deal information, saving time and ensuring a seamless customer experience.
Sales Coaching: AI-generated feedback on call transcripts has tripled the amount of coaching feedback provided to sales reps, improving performance and consistency.
Product Feedback: AI aggregates and analyzes product feedback from customer calls, providing valuable insights to product managers and enhancing product development processes.
Embracing a Risk-Taking Mindset
One of the standout points from Lindsay’s discussion was Zapier’s willingness to take risks with AI. She explained that early on, the team made incremental improvements, but they soon realized the need to make bigger bets to achieve substantial gains. By adopting a mindset of experimentation and continuous learning, Zapier has been able to push the boundaries of what’s possible with AI.
Key Takeaways for RevOps Teams
For RevOps teams looking to harness the power of AI, Lindsay offered the following advice:
- Start Small and Experiment: Begin with small, manageable projects to explore AI’s potential. Use tools like Zapier and ChatGPT to get started without a significant upfront investment.
- Focus on Problem-Solving: Identify specific problems that AI can help solve and integrate AI as a tool to achieve those goals more effectively.
- Promote a Collaborative Culture: Foster a culture of collaboration and knowledge sharing within your organization to maximize the benefits of AI.
In conclusion, Zapier’s innovative use of AI in RevOps serves as a powerful example of how businesses can leverage technology to drive efficiency, enhance customer experiences, and scale their operations.
Lindsay Rothlisberger’s insights provide a roadmap for other organizations looking to embark on their AI journey. As AI continues to evolve, staying ahead of the curve will be crucial for businesses aiming to maintain a competitive edge.
You can listen to the full episode here.
You can listen to the full episode here.
