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A sense of fatigue is growing palpable among executives caught in the endless pursuit of enterprise AI. Awash with overpromising vendors, an underperforming market has some experts skeptical about AI's ability to deliver ROI. The tension is especially acute in sales, where visions of AI as a force multiplier tend to clash with the reality that human relationships are still key to closing deals.
To learn more, we spoke with Nick Parmar, the Vice President of Sales at Cognida.ai, an AI product studio for enterprise transformation. With years of experience as a GTM and sales executive, Parmar brings deep expertise and a solid track record of scaling AI initiatives at firms like Tata Communications, 8x8, and Vonage. To extract more value, he said, sales leaders must fundamentally rethink their approach to AI.
The human factor: The most effective leaders use AI to accelerate processes, not replace connection, Parmar said. "Advanced technology can help organizations operate and innovate faster. But the ultimate differentiator remains profoundly human. People buy from people they like." With so many solutions available, however, truly unique offerings are now rarer than ever before. Beyond the product match, chemistry must be present between companies for most business relationships to work.
