OnBase: Smashing Sales and Marketing Misalignments Ep. 476 | Bridging the AI Gap: Strategies for Business Leaders
Episode Summary
In this episode, Ruth Zive, CMO of LivePerson, discusses how to successfully navigate the AI landscape with business leaders. She shares LivePerson's conversational flywheel framework for understanding customer needs and implementing AI in a practical way. Ruth also emphasizes the importance of aligning sales and marketing teams through shared goals and data-driven strategies.
About the guest
Ruth Zive oversees LivePerson’s global marketing organization, focused on growing scalable, measurable, and predictable world-class demand generation, with operational rigor. A three-time enterprise software CMO, she leads the company’s digital and demand generation, field marketing, and sales development, vertical and product marketing, branding, and internal and external communications functions.
Key takeaways
- Understand customer needs through data insights before implementing AI
- Use a framework like the conversational flywheel to practically implement AI and continuously improve
- Prove business benefit and ROI of AI to consumers to narrow the "AI gap"
- Align sales and marketing teams by holding them accountable to shared pipeline outcomes
- Empower SDRs as brand ambassadors to improve conversion and feedback loops
- Standardize messaging in an early funnel and ensure consistency through implementation
Quotes
"Business leaders have this enthusiasm around AI, this eagerness to roll it out. But then on the consumer side, there's a little bit of a reluctance. And we think that all ultimately comes back to delivering ROI on your AI investment." -Ruth Zive
Recommended Resource
Books
-”Amp It Up" by Frank Slootman - A book about winning go-to-market strategies that influenced Ruth.
Podcast
-Honestly by Bari Weiss - Ruth's current favorite podcast that covers controversial topics gracefully.
Websites
-Fast Company - Ruth contributes articles here every couple of months.
Connect with Ruth Zive | Follow us on LinkedIn | Website