In this episode of Selling the Cloud, hosts Mark Petruzzi and KK Anderson dive deep into one of the most transformative shifts in sales and go-to-market strategies: how AI is revolutionizing the way businesses uncover hidden data, orchestrate sales motions, and accelerate revenue growth.

Joining them is Jonathan Kvarfordt, Head of Go-to-Market Growth at Momentum.io, an industry leader in AI-powered revenue intelligence. Jonathan is a recognized expert in AI-driven sales strategy, founder of the GTM AI Academy, and a top LinkedIn voice in breaking down AI for sales, marketing, and GTM leaders.

What You’ll Learn in This Episode:

🔹 Unlocking Hidden Data for Competitive Advantage

• What is “hidden data” and why is it crucial for revenue teams?
• Real-world examples of how AI surfaces previously inaccessible insights
• How AI enables sales teams to identify patterns and trends instantly

🔹 Orchestration vs. Automation

• The difference between automation (process execution) and orchestration (coordinating multiple processes in real-time)
• How AI-powered orchestration transforms CRM and sales workflows
• Why AI-driven orchestration is the future of sales execution

🔹 The Evolving Role of CRM in AI-Powered Sales

• Why most CRM data is incomplete, outdated, and often manipulated
• How AI can eliminate manual data entry and improve accuracy
• The future of CRM: Will AI replace traditional systems like Salesforce and HubSpot?

🔹 The Dangers of Over-Reliance on AI & Automation

• What happens when companies over-index on automation (case study: Klarna)
• Why AI should enhance—not replace—human expertise in sales
• The importance of process mapping before automating sales workflows

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