Generative CRM platforms work by ingesting all available structured and unstructured data points, contextual cues and interaction details related to customers and prospects, and then analyzing that information to glean valuable signals from the vast array of noise. These signals independently can be valuable and predictive of a prospect’s propensity to engage or an ICP’s intent to buy. But Generative CRM platforms take it a step further and examine not just what these signals independently imply, but what the interactions of those various signals together suggest on a multi-variate basis. Similar to the movie Inception, in which the main characters leverage a futuristic technology solution to extract valuable pieces of information from “a dream within a dream”, these platforms seek to reveal valuable revenue opportunities by examining the “signal within the signals”. This is incredibly powerful, as it enables GTM teams to attack opportunities based on things that were previously unknowable. Conversational Intelligence The most consistent, predictable, productive sales organizations – and the best performing sellers – commit to an ethos of continuous improvement, constantly seeking to enhance tactics and employ new strategies to optimize execution. Operationalizing this mindset requires adopting - 19 -