Many growth teams have already begun implementing artificial intelligence (AI) tools in some portion of their go-to-market (GTM) motions. However, listening to dozens of end-user organizations over the past 18 months has made it clear that demonstrating return on investment (ROI) has been a critical issue when validating spend or the efficacy of implementing AI tools. Now, with nearly every software provider that touches GTM motions offering some form of AI agent, the pressure to deploy this technology while validating its effectiveness is mounting.
This report outlines five key performance indicators (KPIs) that growth organizations can leverage to both guide their use of agentic AI tools and measure their effectiveness. These KPIs span from productivity gains for human workers to improvements in business outcomes, including conversion rates and overall customer satisfaction. The report provides practical examples of how practitioners can quickly implement and measure their AI usage and track success.
Note: In conversations with enterprises across various industries, Constellation Research identified common use cases (and, subsequently, overlap in the types of agents being deployed) that deliver the highest ROI when deploying AI agents. In the sections below, the focus is on the KPIs and success measurement of five distinct areas of the overall GTM strategy. Therefore, there is significant overlap/repetition in the types of agents described. Readers should focus not on the agent but on the desired outcomes, understanding that a single AI agent can perform multiple tasks and/or serve several use cases, and that it can affect multiple KPIs across the GTM spectrum. In short, users of agentic AI can derive multiple benefits and achieve strong ROI with just a few well-designed, properly deployed agents.
