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Growing Marketing Team
Dec 4, 2024

How to Get Stakeholders Onboard with Marketing

Nathan Thompson

Nathan is a revenue-focused marketing leader. By day he manages Demand Gen right here at Copy.ai, by night he enjoys family time in the Rocky Mountains!

Marketing teams often struggle to secure leadership buy-in for AI adoption. They can't easily show the tangible impact these investments will have on growth. Stakeholders might see AI as just another expense without clear proof of how it improves GTM Velocity and efficiency. Copy.ai's GTM AI Platform equips marketing teams with AI-powered insights that quantify the ROI of AI adoption, build confidence in performance projections, and deliver precise plans leadership can trust.

How Copy.ai Solves the Difficulty of Convincing Stakeholders

Copy.ai's GTM AI Platform offers AI-powered workflows that give marketing teams predictive insights and detailed plans to demonstrate AI's impact:

  • AI Forecasting: Projects future campaign performance based on historical data to quantify AI's potential lift on key metrics
  • Campaign Brief Creation: Creates clear, metric-driven campaign plans that show leadership exactly how the team will use AI to hit growth targets

These tools help marketing teams predict measurable results and align campaign plans to leadership's goals, building a compelling case for AI adoption.

1. AI Forecasting

AI Forecasting predicts future performance by analyzing historical campaign data, showing AI's impact on growth.

Inputs Needed:

  • Historical campaign performance data
  • Key marketing metrics (e.g. MQLs, conversion rates, ROI)

What the Workflow Does:

  • Step 1: Analyzes historical campaign data to identify performance trends and patterns
  • Step 2: Projects future campaign results based on predictive modeling
  • Step 3: Quantifies the estimated lift in key metrics from using AI in future campaigns
  • Step 4: Delivers AI-powered performance projections to demonstrate AI's tangible impact

This data-driven approach shows leadership the measurable improvement AI can drive in critical marketing metrics, helping secure buy-in for adoption.

Example in Action: Acme Inc, a B2B SaaS company, uses AI Forecasting to project that AI in upcoming campaigns will increase MQLs by 25% and lead-to-opportunity conversions by 15%. The CMO shares this data-backed forecast with the CEO to justify the investment in an AI-powered GTM strategy.

2. Campaign Brief Creation

Campaign Brief Creation produces detailed campaign plans aligned to leadership's targets, building confidence in the marketing team's AI strategy.

Inputs Needed:

  • Details about what is being announced
  • High-level name of the persona being targeted

What the Workflow Does:

  • Step 1: Prompts user to input marketing objectives, target metrics, and ROI goals
  • Step 2: Generates a comprehensive campaign brief with specific tactics for using AI
  • Step 3: Aligns each tactic to a measurable goal to demonstrate impact
  • Step 4: Outlines how the campaign will be measured and reported to leadership

This proactive approach shows leadership how AI will measurably improve performance, building trust in the GTM AI strategy.

Example in Action: A SaaS marketing manager uses Campaign Brief Creation to generate a plan for an upcoming ABM campaign. The AI-generated brief specifies using AI for predictive account scoring, personalized content creation, and ROI projections. The manager shares the brief with leadership as proof of how AI will measurably boost results.

Putting It All Together

AI Forecasting and Campaign Brief Creation work together to build a compelling case for AI adoption that addresses leadership's key concerns:

  • Quantify AI's measurable impact on growth using data-driven performance projections
  • Show how AI will improve GTM Velocity and efficiency with clear use cases and tactics
  • Build confidence in the GTM AI strategy with detailed plans aligned to leadership's targets
  • Prove AI's value in reducing GTM Bloat by focusing the team on the highest-impact activities

The GTM AI Platform enables marketing teams to secure leadership buy-in by showing AI's tangible impact on the metrics that matter most.

Why Copilots Aren't Sufficient

AI copilots like ChatGPT can help individual marketers brainstorm ideas and create content. But they can't analyze data, extract actionable insights, or align AI implementation to leadership's goals. Using only copilots might increase GTM Bloat by generating more content and ideas without a clear strategy for how they measurably impact growth.

Copy.ai's GTM AI Platform helps go-to-market teams secure AI buy-in and adoption. It analyzes data to predict performance lift and aligns AI implementation to leadership's targets. This enables marketing teams to build a compelling, evidence-based case for AI.

Looking Ahead

The GTM AI Platform's predictive insights and campaign plans create exciting opportunities to drive AI adoption across the full revenue engine:

  • Use AI Forecasting to predict AI's impact on other key GTM metrics like sales cycle length, win rates, and customer retention
  • Use Campaign Brief Creation to align sales and customer success teams on how AI will drive growth
  • Secure cross-functional leadership buy-in by showing how a unified GTM AI strategy can compound results across the business

Marketing teams can lead the charge in transforming their organizations into insight-driven growth engines using the GTM AI Platform to champion AI adoption across the company. With clear proof of AI's ability to boost GTM Velocity and efficiency, marketing can build enthusiastic support for the AI-powered future of go-to-market.

Related Resources

If you found this guide helpful, then you might also be interested in the following resources:

Ready to take the next step in your AI-powered growth journey? Book a demo with our team to see how Copy.ai's GTM AI Platform can help you build a compelling case for AI adoption and drive measurable results.

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