Episode #128: Roy Raanani

AI – The Devil’s in the Details


Roy Raanani

Roy Raanani is the Co-founder and CEO of Chorus AI. Chorus pioneered conversations intelligence software, which uses artificial intelligence to help every sales team and rep to exceed plan by analysing and improving their business conversations. Roy studied engineering science at the University of Toronto and holds a MBA from Stanford University. Roy was also a founding member of the Sales Enablement Society.

[01.18] Roy defines Artificial Intelligence –using machines to understand patterns of behaviour and start to predict and even act on some of those things. Everything from the type of auto correction on your smart phone keyboard in predicting what comes next or suggesting what should be a response to an e-mail or text message falls into that category all the way through to a Tesla being able to navigate its way down the highway in an auto driving capacity would fall into that.

[02.11] Roy explains how AI will impact professional Selling – Roy feels that the devil’s in the details and that you should look at all the individual things the sales professional does in the course of their day and start to think about which of those things are best done by artificial intelligence completely and what things are augmented or improved for the sales rep by getting an AI involved and what things are we not going to see any AI involvement at all. Roy feels that we will see a lot of AI being built into the tools that sales reps are using and very much change the way that they spend their day.

[04.20] What advice would you give to an organization considering using AI in their sales process – AI starts with data and data is the foundation of any machine prediction. Roy advises organisations to start by ensuring you are capturing all the data that matters in your business and in your sales cycle. Make sure that you understand what it is and that it is reliable, once you have that data it will be easier to apply AI to it in the future to look for patterns.

[06.49] Which AI Platforms are you currently using or considering – Roy shares that he is currently using Outreach for their sales engagements, Chorus to analyze their opportunity to close and Data Fox to fill out target account list and make sure they focus on the right accounts.

[08.22] Roy shares his top three Sales AI do’s and don’ts – Do’s – Do make sure you are capturing all the data you need and that you understand it. Don’t trust any software that doesn’t explain why the prediction is what it is, don’t get caught up in the hype and think about the very simple operational things that will move the needle that is at top of mind right now.

[10.37] Roy shares his favourite AI Sales Success story – Roy shares a story of how they used AI to find out what topics the top sales reps were bringing up in conversations that lead to better outcomes, the results revealed the some of the top reps were sharing Zoom’s founding story and that it really resonated with customers and the data proved that it lead to a higher win rate. Once the other reps heard about the stories and the effect it was having on their prospects they introduced it into their own comtracks.

[13.41] Roy shares why you should consider Chorus for your business – Roy explains how Chorus can help your business by capturing data and information from your sales phone calls to get real actionable insight to help managers be more effective when coaching and developing their reps as this will help them understand what is and isn’t working on the front sales lines.

More About Roy

What was the last book you read?
WHY WE SLEEP, by Matthew Walker

Who / What inspires you?
The organization SafePlace run by my friend Justin Hilton. I learned about they work they’ve accomplished in the last year, buying housing, food and childcare services for refugees in Turkey and Greece that are doubly marginalized within the refugee community (i.e., people of color, LGBT, women). It’s inspiring to see the work they’re doing and the strength of the people looking for a better life for themselves and their children.

What aspect of your own AI program are you most focused on improving at the moment?
Chorus is focused on identifying the signals that flag the most important calls and moments for a sales manager to listen to.

Hobbies, Interests?
With a startup and two young children I miss my hobbies of road cycling and playing the guitar. These days I focus on reading and Peloton workouts!

How can our listeners contact with you?
@royr on Twitter, or on LinkedIn!