『AI Scaled Activity. It Didn’t Scale Relevance with Craig Rosenberg』のカバーアート

AI Scaled Activity. It Didn’t Scale Relevance with Craig Rosenberg

AI Scaled Activity. It Didn’t Scale Relevance with Craig Rosenberg

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For years, B2B teams tried to make SDRs more efficient. More calls. More emails. More activity. Then AI arrived, and many teams tried to automate the same model. But what if the problem wasn’t needing a faster version of the old playbook? What if the real opportunity is to use AI to make people better at the things only humans can do? That’s the question behind my conversation with Craig Rosenberg. Craig has been gathering some of the best SDR and pipeline leaders in B2B through Scale Venture Partners’ Pipeline Council. What he’s seeing feels less like a completely new playbook and more like a return to fundamentals, with much better tools. AI can help us choose the right accounts, recognize signals, research buyers, practice conversations, and move faster. But the last mile still comes down to relevance, judgment, taste, trust, and human connection. About this episode Craig and I have known each other since the early days of B2B marketing and demand generation. I followed his Funnelholic blog back in 2008, and he reminded me during our conversation that my book, Lead Generation for the Complex Sale, was one of the first B2B GTM books he read. Several things Craig had recently been sharing from Scale’s Pipeline Council brought us back together. One of the big questions they’re working through is simple: What does a high-performing SDR motion look like now that AI can do so much of the work SDRs used to do? The answer isn’t fewer humans everywhere. In fact, Craig is seeing AI companies hiring SDRs and experienced enterprise sellers as they move beyond product-led growth and into harder-to-reach markets. Craig and I discuss: Why automating the old activity-based SDR model didn’t solve the pipeline problemHow Glean uses AI to help SDRs get better at human conversationsWhy Craig believes the “last mile” of selling is still humanWhat unmistakably human outreach looks like when buyers are surrounded by AI-generated messagesWhy AI companies are hiring SDRs and experienced enterprise sellers againHow ICP and signals help teams focus on the accounts most likely to buyWhy selling AI is becoming harder and business process may become the new software moat About Craig Rosenberg Craig Rosenberg is Chief Platform Officer at Scale Venture Partners, where he helps build and lead Scale’s go-to-market platform for software companies. Before joining Scale, Craig was Distinguished Vice President in Gartner’s sales practice. He joined Gartner through its acquisition of TOPO, the research and advisory firm he co-founded. Long before that, many B2B marketers and sales leaders knew Craig as the Funnelholic, where he built a following writing and speaking about demand generation, sales development, and B2B go-to-market strategy. He also co-hosts The Transaction podcast with Matt Amundson. Connect with Craig Craig Rosenberg on LinkedIn Scale Venture Partners The Transaction podcast Chapters 00:00 What Top SDR Leaders Are Figuring Out 04:41 How Glean Uses AI to Make SDRs Better on the Phone 09:09 The Last Mile Is Human 12:46 Why AI Companies Are Hiring SDRs Again 15:33 What Does “Unmistakably Human” Look Like? 22:06 Why Enterprise Prospecting Shouldn’t Always Scale 23:36 ICP, Signals and Choosing the Right Accounts 25:25 Why Selling AI Is Getting Harder A few things worth taking away The old SDR model treated people like “human robots.” Automating the same activity-heavy motion with AI didn’t solve the underlying problem of relevance.The better teams are using AI to prepare humans, not replace them. At Glean, AI supports account selection, research, signals, and practice while SDRs focus on getting better at live conversations.The last mile is still human. AI can provide information and suggestions, but judgment, taste, relevance, trust, and relationship building still require people.Being unmistakably human sometimes means admitting what you don’t know. AI can help you understand a buyer’s situation, but it shouldn’t create expertise or experience you don’t actually have.AI companies are hiring SDRs and experienced sellers as they move beyond product-led growth into enterprise markets. As Craig put it, “The minute you want to talk to people that aren’t coming to you, you need people.”ICP matters more when data is abundant. Craig shared an example where ICP opportunities converted at 37% compared with 17% outside the ICP. Signals then help determine when to reach out and what may matter.AI is also changing software competition. As products become easier to build and replace, Craig believes companies need to expand from TAM to “Total Available Problem” and become deeply embedded in customer workflows and business processes. A few lines that stuck with me “The reality is the most important thing now is trust building, humanity and relationship building.” “It’s that last mile, which is the human.” “The minute you want to talk to people that aren’t coming to you, ...
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