Utilizing AI in Sales and Marketing to Foster Global Systems Integrator (GSI) Partnerships for Go-to-Market (GTM) Strategies: A Creative and Disruptive Approach for Business Impact

Ramanath Kopparam Suryaprakash, MS, MBA

Ph.D. Candidate, Business Management, Bharatiya Engineering Science & Technology Innovation University (BESTIU), India | 2022wpbm002@bestiu.edu.in

1.0 Abstract

Global System Integrators (GSIs) utilize technology partnerships to catalyze business impact and innovation amidst escalating complexity and competition. This paper scrutinizes the deployment of Artificial Intelligence (AI) in Sales and Marketing to bolster GSI partnerships and Go-to-Market (GTM) strategies within the B2B market. The paper elucidates AI use cases, emphasizing its role in pinpointing potential partners, targeting markets, formulating use cases predicated on a joint value proposition, coordinating sales campaigns, and devising business plans bespoke to each market segment.

The objective of these AI strategies is to augment revenues, amplify branding and visibility, and stimulate innovation. By harnessing AI, businesses can diminish costs, enhance efficiencies, and yield impactful outcomes for enterprise customers. The paper exhibits real-world instances of how AI disrupts conventional Sales and Marketing methodologies, engendering creative strategies that yield tangible business impact. The insights proffered in this paper serve as a valuable resource for businesses endeavoring to harness AI in their Sales and Marketing initiatives.

Keywords:

Artificial Intelligence (AI), Sales and Marketing, Go-to-Market (GTM) Strategies, B2B Market,

Global Consulting and System Integrator (C&SI, GSI), Digital Transformation, IT Transformation, Co-engagement, Co-sell, Joint Value Proposition, Joint Business Plan, Strategic Partnerships, Global Alliances, Partner ecosystems, Alliance Manager