Recruiting the Best AI Sales Talent : The Overlooked Key to AI Success
When discussing artificial intelligence (AI) in the corporate world, the spotlight often falls on technical talent. The demand for skilled data scientists, machine learning engineers, and AI researchers is a constant topic. However, an equally critical yet frequently overlooked component of the AI equation is Go-to-Market (GTM) AI talent.
The Rise of AI Tech Talent
Over the past 18 months, the landscape of AI adoption has transformed significantly. Initially, there was no well-defined pool of AI tech talent. Professionals from various fields, such as software engineering, data science, and mathematics, transitioned into AI specialists. This shift was facilitated by companies providing necessary training and resources. As AI technologies advanced, these professionals evolved into AI specialists, leading to the rapid advancement and integration of AI across industries. This historical evolution sets the stage for the next crucial step: the emergence of specialized GTM AI talent, a key player in advancing AI integration.
The Need for GTM AI Talent
As AI technologies mature and proliferate, the need for specialized Go-to-Market (GTM) AI talent has emerged. Unlike the technical side, this requires a different set of skills. GTM AI talent primarily includes professionals in Sales, Marketing, and Customer Success who can effectively bring AI products and services to market. While the tech side focuses on building and refining AI solutions, GTM roles ensure these innovations reach the right audience, are understood, and are adopted effectively. Without strong GTM strategies, even the most advanced AI technologies can fail to make an impact.
Seller Transitions Are Not New (SaaS)
The advent of the internet and cloud computing paved the way for the SaaS model, transforming the sales landscape. As SaaS gained traction, sales professionals shifted from selling traditional licenses and physical installations to marketing subscriptions and cloud-based services. This transition required a new approach, but those who initially sold on-premises software and hardware were well-equipped to adapt. Their consultative sales experience and ability to articulate complex solutions provided a solid foundation for thriving in the SaaS environment.
Focusing on the Sales Job Function
Recruiting GTM AI talent requires a nuanced approach. Just as various technology job functions transitioned to AI specialists, the same will be true on the GTM side. Here are some key attributes to look for in AI sales talent:
Top 3 Soft Skills:
Communication Skills: Ability to articulate complex AI concepts in simple, understandable terms.
Relationship Building: Ability to maintain strong, long-term relationships with clients.
Adaptability and Continuous Learning: Openness to learning new technologies and keeping up-to-date with AI advancements.
Top 3 Hard Skills:
Technical Aptitude: Ability to learn and understand AI concepts and technologies.
Complex Solution Selling: Experience with long sales cycles and managing multi-stakeholder sales processes.
Consultative Approach: Ability to understand client pain points and provide tailored AI solutions.
What Types of Job Functions Make the Best AI Sellers?
Sales Engineers/Technical Sales Representatives
Enterprise Sales Executives
Solution Architects
SaaS Sales Professionals
Data Solutions Sales Representatives
Cybersecurity Sales Professionals
Healthcare Technology Sales
By targeting these roles, you can find candidates who are already well-versed in selling complex, technology-driven solutions.
What Types of Solutions Yield the Best AI Sellers?
Predictive Analytics Suites: Sales professionals in this field are familiar with leveraging data and analytics to drive business decisions, which is closely aligned with AI sales.
Customer Insights Solutions: These professionals understand how to use data to generate actionable business insights, a key aspect of many AI solutions.
Marketing Technology Organizations: Selling Martech involves understanding and articulating software tools that optimize marketing efforts, often including AI components.
Business Intelligence Tools: BI sales professionals are skilled at conveying the value of data-driven decision-making tools, which is fundamental to many AI applications.
By targeting sales professionals from companies that offer these solutions, you can find candidates with relevant experience and skills that are transferable to selling AI solutions.
Example: Recruiting for Writer
Company: Writer is a generative AI platform that makes it easy to deploy customized AI apps and workflows that accelerate growth and increase productivity. They are seeking an Account Executive to join their sales team.
If I were a Recruiter for Writer, my recruiting process would be as follows:
Step #1: Refine by Target Customer Base
Enterprise: Experienced in selling to enterprise-sized organizations.
B2B: Proven track record in selling to enterprise B2B organizations.
SaaS: Successful in selling software to enterprise B2B SaaS organizations.
Marketing: Skilled in selling software to Marketing within enterprise B2B SaaS organizations.
Step #2: Focus on Complex Data-Driven Environments
Pull a list of B2B SaaS companies that sell primarily to Marketing teams and break that list down further by what these B2B SaaS companies sell. Focus on solutions with tools such as:
Predictive Analytics Solutions: Companies like Alteryx Altair RapidMiner DataRobot
Customer Insights Solutions: Companies like Medallia UserTesting Qualtrics
MarTech: Companies like Chili Piper Criteo StoryChief - Content Marketing Platform
Business Intelligence Tools: Companies like Tableau Looker Domo
Given their backgrounds in complex, data-driven sales environments, these companies are ideal sources for recruiting well-trained employees with the skills and experience needed to sell AI solutions.
Step #3: Different Employees for Different Stages
If you have heard the term "horses for courses," you'll know it refers to when a particular golfer plays well every year at a particular course. Certain courses just fit certain players' eyes better, and they always perform well. This is the same with employees and company stages. For an AI startup, ensure the candidate has been at a leaner company at some point in their career. Most preferably in at least one of the last two roles they have been in.
Key Takeaways for Recruiting AI Sales Talent:
Prioritize Adaptability and Learning: Look for candidates who are not only skilled in sales but are also eager to learn and adapt to new AI technologies.
Focus on Experience with Complex Solutions: Target professionals with backgrounds in predictive analytics, customer insights, MarTech, and other data-driven environments.
Leverage Industry-Specific Expertise: Consider sales professionals from fields like SaaS, cybersecurity, and healthcare technology, where the complexity and consultative nature of the products align well with AI sales.
Match Candidate Experience with Company Stage: Ensure the candidate’s experience aligns with your company’s growth stage, particularly if you are a startup or in a rapid growth phase.
Conclusion
In the rapidly advancing world of AI, the spotlight has long been on the technical wizards who develop these groundbreaking technologies. However, as we've explored, it is the often-overlooked GTM AI talent that will truly drive the next wave of AI success. By prioritizing adaptability, focusing on experience with complex solutions, leveraging industry-specific expertise, and matching candidate experience with your company’s growth stage, businesses can ensure that their AI products not only reach the right audience but also deliver transformative value. The future of AI lies not just in its creation but in the hands of those who can skillfully convey its potential. at conveying the value of data-driven decision-making tools, which is fundamental to many AI applications.
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