The Hybrid Seller: GTM Workforce Redesign For The AI-Augmented Revenue Team

Akhila Gudla

doi:10.29284/96fh8g97

Authors

Akhila Gudla IIT Bombay, Bombay, India.

DOI:

https://doi.org/10.29284/96fh8g97

Keywords:

Hybrid seller; Artificial intelligence in sales; Go-to-market strategy; Human–AI collaboration; Revenue operations.

Abstract

Artificial intelligence (AI) creates and augments development of the go-to-market (GTM) strategies for companies. The study investigates the hybrid seller model which represents a sales system that uses both human expertise and AI technology to improve sales results. AI technology enables human sellers to make better decisions and create personalized experiences. Also, it helps maintain essential human abilities such as building trust and negotiating. The paper investigates how companies reshape their GTM teams to meet new requirements for teamwork across functions, revenue operations and data-driven job functions. The study identifies four main obstacles which include problems with data quality, difficulties with system adoption, ethical issues and the requirement for AI systems to provide transparent explanations. The study used three criteria which included productivity, forecasting accuracy and customer-focused measurements to assess performance outcomes. The research presents a conceptual framework for hybrid selling which provides organizations with strategic guidance on how to develop AI-powered revenue models. The research helps organizations understand how to use both human skills and artificial intelligence to build an enduring competitive edge in modern sales environments which continue to grow more complicated and digital.

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