How to Solve Inefficient Cross-Functional Collaboration

As B2B SaaS companies scale their sales teams, cross-functional collaboration becomes more critical and challenging. Misalignment between sales, marketing, and customer success leads to inefficient processes, inconsistent messaging, and slower growth.

Each team operates with siloed data and tools, lacking a unified view of customer needs and journeys. This creates GTM Bloat - accrued inefficiencies that generate more bottlenecks than they solve. Using AI-powered workflows within a GTM AI Platform can streamline research, content creation, and messaging across the full funnel. The right GTM AI strategy can eliminate these silos and bottlenecks to boost GTM Velocity.

How to Solve Inefficient Cross-Functional Collaboration

To enable smooth collaboration between growing sales teams and their marketing and customer success counterparts, B2B SaaS companies should implement two key AI workflows:

• Contact Research Workflow: Automates in-depth research on leads and contacts to inform hyper-personalized outreach across all channels
• Use Case Content Workflow: Generates highly relevant bottom-of-funnel content directly from sales conversations to align marketing efforts with active opportunities

When used together, these workflows allow go-to-market teams to:

• Unify messages across every touchpoint based on real customer insights
• Create content focused on use cases that drive the most pipeline and revenue
• Personalize outreach for each contact's specific needs and challenges
• Speed up deal cycles with timely, relevant content for every sales conversation

1. Contact Research Workflow (Prospecting Cockpit & ABM Packages)

This workflow provides comprehensive insights on individual contacts to enable hyper-relevant outreach.

Inputs Needed:

• LinkedIn URL of the contact

What the Workflow Does:

• Step 1: Scrapes the contact's full LinkedIn profile, including job history, skills, posts, and interests
• Step 2: Analyzes the profile data to infer the contact's likely pain points, goals, and buying triggers
• Step 3: Maps the contact to relevant use cases and value propositions based on their role and industry
• Step 4: Generates a detailed cheat sheet with messaging recommendations personalized to the contact
• Step 5: Outputs the cheat sheet directly to the CRM and sales engagement tools

This automated research helps sales reps quickly craft outreach that resonates with each contact's unique needs and priorities. Marketing can use the same insights to tailor campaigns and content to high-priority personas.

Example in Action: A sales rep prepares to engage a target account. They run the Contact Research Workflow on key decision-makers and instantly get insights like:

• The VP of Sales likely cares about improving win rates and reducing ramp time
• The Director of IT's top priority is probably integrating new tools with their existing tech stack
• The CFO recently posted about controlling costs in an uncertain economy
• Marketing data shows the account is in a high-growth industry and recently raised funding
• Customer success data reveals the account struggled with adoption of a competitor's product

These comprehensive insights from across the revenue org help the rep personalize their messaging for each persona, while marketing can ensure their efforts reinforce the same targeted narratives. The result is consistent, relevant outreach that builds trust and drives action.

2. Use Case Content Workflow (Content Ops Package)

This workflow aligns content creation with real-world use cases sourced directly from sales conversations.

Inputs Needed:

• Transcripts or recordings of sales calls discussing customer challenges and use cases

What the Workflow Does:

• Step 1: Analyzes the transcript or recording to identify high-impact use cases and customer quotes
• Step 2: Clusters similar use cases together and prioritizes based on deal value and frequency
• Step 3: Maps use cases to existing content and identifies gaps where new assets are needed
• Step 4: Conducts research to expand on each use case with industry stats, case studies, and best practices
• Step 5: Generates a complete first draft of an SEO-optimized "how-to" guide for each priority use case
• Step 6: Outputs the drafts and supporting research to the content marketing team for refinement and distribution

This workflow surfaces the most critical use cases from active sales cycles, keeping marketing focused on the topics most likely to influence revenue. Sales benefits from getting highly relevant content assets to share with in-flight opportunities.

Example in Action: In sales calls for an HR tech product, reps frequently hear prospects asking how to use the solution to support employee onboarding. The marketing team runs the Use Case Content Workflow on a batch of transcripts mentioning onboarding. The workflow outputs:

• Specific examples of onboarding challenges mentioned by prospects
• A heatmap showing which existing content addresses onboarding and where there are gaps
• Research on onboarding best practices and the impact of good vs. bad onboarding
• A complete first draft of "The Ultimate Guide to Streamlining Employee Onboarding with [Product]"

After quick edits from the content team, this guide gets published and promoted, driving top-of-funnel awareness and enabling sales to accelerate active opportunities. The content team also updates existing battlecards with the new insights.

Putting Them Together

The Contact Research and Use Case Content workflows create a virtuous cycle of personalization:

1. Sales and customer success share insights on real customer challenges and desired outcomes
2. The Use Case Content Workflow turns those insights into relevant content assets
3. The Contact Research Workflow identifies the best use cases to highlight for each contact
4. Sales and marketing engage contacts with targeted use cases across touchpoints
5. Revenue teams continuously optimize based on what content and messaging drives the most engagement and conversions

The result is full-funnel alignment around the customer, with outreach and content that dynamically adapts to their evolving needs. This demonstrates the power of a comprehensive GTM AI strategy - it breaks down silos and connects every customer-facing function to deliver a smooth experience.

Why Copilots Aren't Sufficient

Generative AI chatbots like ChatGPT are powerful for one-off writing tasks. But for driving cross-functional alignment, they fall short in a few key ways:

• Siloed prompting: Each team member has to prompt the chatbot separately, leading to inconsistent outputs and messaging across the org
• Lack of context: Standalone chatbots can't automatically incorporate insights from a company's proprietary data like CRM records, sales call transcripts, or content engagement metrics
• No process automation: Chatbots don't actually streamline workflows, they just produce text snippets that humans still need to heavily edit and implement

Purpose-built AI workflows address these challenges. They connect disparate data sources, embed best practices for each use case, and automate end-to-end processes to maximize efficiency and consistency. That's the difference between a narrow AI copilot and a holistic GTM AI Platform.

Looking Ahead

Implementing Contact Research and Use Case Content workflows lays the foundation for AI-powered personalization across the entire customer journey. The next step is expanding to additional workflows like:

• AI Opportunity Scoring: Predict which deals are most likely to close based on engagement data and customer-product fit
• AI-Generated Battlecards: Arm sales with instant competitive insights based on real-time win/loss data
• AI-Powered Demos: Tailor product demos to each prospect's unique use case and tech stack

The more workflows deployed, the more data available to personalize the customer experience at every touchpoint. B2B SaaS companies will use this compounding data advantage to make their products and GTM motions feel custom-built for each buyer. That's the ultimate goal of a mature GTM AI strategy - delivering maximum relevance to drive maximum growth.

Related Resources

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

• Breaking Down the AI Copilot Silos: The Case for Unified AI Workflows - Learn why standalone AI copilots fall short and how end-to-end AI workflows drive true cross-functional alignment.
• How AI Solves Cross-Functional Misalignment in Go-to-Market - Dive deeper into the root causes of GTM misalignment and how AI-powered personalization across the customer journey is the antidote.
• Unstoppable Go-to-Market Success with Sangram Vajre - Hear from go-to-market expert Sangram Vajre on the strategies and technologies that enable seamless collaboration between sales, marketing, and customer success.

Ready to see how Copy.ai's GTM AI Platform can help your team break down silos and accelerate growth? Book a demo today and we'll show you how to leverage AI workflows to deliver personalized, relevant experiences across the entire customer journey.