# Using AI to understand buyers

By [Doug Lane](https://paragraph.com/@axalane) · 2022-03-30

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We’re still in the “training wheels” phase of applying AI to sales and marketing. But it’s already unlocking value in significant ways. One of the biggest for me is learning about buyer pain points and behavior at scale.

As I’m sure many of you know, there is now a whole category of “revenue intelligence” products that record your sales interactions and use AI to derive insights. The one I have the most experience with is [Gong](https://www.gong.io/). They’re blowing up. Like [Super Bowl ad](https://www.youtube.com/watch?v=4wRj44tZ4oY) level blowing up.

These services are used mainly by sales leaders to assess execution and coach team members. But they’re absolute GOLD for product marketers who need to understand a company’s buyers and sales process better.

There’s no substitute for direct customer engagement. And I genuinely enjoy it. But it’s a major time investment, and not every call you sit in on is super valuable. Plus, the things you want to talk to prospects about as a marketer aren’t always what will help the salesperson advance the opportunity.

Revenue intelligence platforms record your sales calls and use AI to transcribe and analyze them. Are these services perfect? No. But they’re a game-changer for zeroing in on specific topics or just sitting back and listening to how a typical sales conversation unfolds. You can even listen and learn on your phone while grocery shopping or sitting in traffic.

The number one way to be an effective marketer is to really understand buyers – and what your salespeople go through every day telling them your company’s story.

AI makes this orders of magnitude more accessible, and we’re only scratching the surface today.

\-Doug

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*Originally published on [Doug Lane](https://paragraph.com/@axalane/using-ai-to-understand-buyers)*