Executive Summary
For growth leaders, adopting revenue intelligence (RI) technology is nonnegotiable for a modern go-to-market (GTM) stack. RI moves beyond simple reporting by leveraging artificial intelligence (AI) and machine learning (ML) to ingest and analyze data from every customer touchpoint, including customer relationship management (CRM), enterprise resource planning (ERP), email, calls, and more. This consolidation breaks down silos between Marketing, Sales, and Customer Success, providing a unified, full-journey view of pipeline health and buyer engagement. RI delivers predictive, actionable insights, enabling growth leaders to forecast with greater accuracy, pinpoint deal risks, and identify the most impactful coaching moments. In addition, RI enables disparate teams to collaborate at both granular and strategic levels to optimize customer lifetime value. By transforming fragmented data into prescriptive actions, RI optimizes seller performance and ensures that the entire revenue team is aligned on strategy and focused on the highest-value activities, leading directly to more predictable and scalable revenue growth.
As agentic AI and other technological innovations make it easier to integrate data and implement RI tools, growth leaders must begin using these tools not just as stand-alone analytics resources but as tools that optimize GTM motions in the flow of business. This report explores five key ways to leverage RI today to begin optimizing growth strategies and GTM motions and enhancing human productivity across the customer journey.
