Critical buying journey insights are hidden in unstructured data like Gong transcripts. 2X CMO Lisa Cole notes that AI can surface mentions of communities, analysts, or even other AI tools that influenced a deal—signals invisible to traditional marketing attribution tools.

To elevate AI-driven analysis, connect it to unstructured data sources like Slack and project management tools. This allows the AI to correlate data trends with real-world events, such as a metric dip with a reported incident, mimicking how a senior human analyst thinks and providing deeper insights.

Instead of relying on subjective feedback from account executives, Vercel uses an AI agent to analyze all communications (Gong transcripts, emails, Slack) for lost deals. The bot often uncovers the real reasons for losing (e.g., failure to contact the economic buyer) versus the stated reason (e.g., price).

Instead of relying on ad-hoc calls to finance or other reps, LLMs can act as a central nervous system for sales. By analyzing past quotes and data, AI can instantly recommend the optimal deal structure for a new quote—maximizing commission for the rep and aligning with business goals, putting revenue back in motion.

A custom internal AI tool can act as a command center by integrating with HubSpot, Slack, and call recordings. It creates a unified customer view, automatically analyzing sentiment to predict renewal likelihood and proactively suggesting specific expansion opportunities.

The context from daily sales and support calls is incredibly valuable but often ephemeral. A powerful, underutilized agent use case is to transcribe these calls and feed them to an LLM to automatically generate sales coaching notes, customer FAQs, testimonials, and even new keyword-targeted landing pages based on customer language.

Christopher O'Donnell's new company, Day AI, is building a CRM from the ground up to be "LLM optimized." Unlike traditional CRMs that resemble spreadsheets, it ingests and stores all company interactions in a way that allows an AI agent to easily explore the network of relationships and answer complex, natural language questions instantly.

Use AI on your own process to accelerate client work. Record discovery calls, generate transcripts, and feed them into an LLM. Ask it to identify the highest-value automation opportunities and map out the step-by-step workflow based on the client's own words.

AI now enables the tracking of every customer touchpoint, including interactions outside of marketing-controlled channels. This provides a complete view from first contact to close, finally solving the long-standing challenge of accurate marketing attribution and ROI measurement.