The client is an anonymised Fortune 10 technology company with more than 100,000 employees. Humantic AI describes it as one of the biggest innovators of recent times, closely associated with a culture of 'customer obsession'. Its sales organisation runs a hybrid motion that combines commercial and enterprise selling. Account development managers (ADMs, the company's equivalent of BDRs), account executives, a demand generation team, account management teams and sales leaders all took part in the Humantic AI rollout.

The company built its reputation on customer obsession. After the pandemic, a large portion of its customer interactions moved to digital channels, and it had been feeling distanced from the customers it prides itself on understanding. Leadership wanted to elevate that customer obsession further, but had not seen a technology that helped it do so.

When leadership came across Humantic AI, it immediately saw the opportunity. In its own words: 'We obsess about the customer. Before this, we have never seen a technology that actually helps us obsess more about the customer.'

Scale set the bar for the rollout. The sales organisation runs a hybrid motion across commercial and enterprise selling, with separate account development (ADM, the company's term for BDR), account executive, demand generation and account management teams. To be useful at that scale, buyer insight had to reach sellers inside the systems they already used, and the company intended to test the tool's effect on real outcomes by analysing won and lost deals after a full year.

Humantic AI was rolled out to more than 70 salespeople, spread evenly across the company's ADM (BDR) and account executive teams. Humantic AI's native Salesloft and Salesforce integrations were activated so that buyer enrichment data could be used at scale within the sellers' existing workflow. Sandler, Humantic AI's strategic training partner, ran advanced training sessions for the users.

Each group used the platform differently. The demand generation team concentrated on email personalisation, using Humantic AI's Generative AI suite to craft DISC-tuned emails alongside its social selling features. Account management teams used the full product, including buyer profiles and Buying Committee Maps to prepare for meetings, together with the Gen AI suite. Sales leaders used Humantic AI to prepare for their own meetings; one leader printed buyer profiles and took them into in-person meetings.

At the end of the one-year period, won and lost deals were analysed to study the tool's impact on win rates. Engagement was tracked as a median change in CES across all users and among the top five users, and users were asked whether they felt more prepared and whether their pipeline had increased.

• 6.2% median lift in customer engagement (CES) for the top five users
• 2.5% median CES change across all users
• 56% of users reported an increase in pipeline
• 100% of users reported being more prepared
• A long-unengaged account management customer replied to a message drafted by Humantic AI