在Zapier，企业营销团队正在使用ChatGPT Work构建自动化漏斗优化系统，使他们能够以更少的手动工作为销售团队创造更多价值。ChatGPT Work自主运行，为企业营销团队腾出空间，专注于战略性和创造性的工作。
“我们能够做到以前不可能完成的事情，比如每月对数千条线索进行质量保证和质量控制。”
——Angela Ferrante，企业营销主管
构建自动漏斗优化系统
企业营销主管Angela Ferrante发现，Zapier拥有大量高质量的入站线索，但流失率同样很高。原因何在？回答这个问题需要一个密集的质量保证和质量控制流程，以确定这些线索在漏斗的哪个环节流失。
但借助ChatGPT Work，Ferrante能够自动化一个劳动密集程度极高、否则几乎不可能完成的过程。“它彻底改变了我们的工作方式以及我们能够做到的事情，”Ferrante解释道。
现在，企业营销团队每月可以对数千条线索进行自动质量保证和质量控制。差异显而易见。“一个人查看一条流失的线索，需要35到45分钟才能了解问题所在，”Ferrante说。
“借助ChatGPT Work，我们创建了一个系统，能够确定所有线索问题、修复所有问题，并量化这个项目的影响，每月能够向销售团队移交价值七位数的管道。”
该系统现在持续产生成果，包括一个高管仪表板，突出显示线索管道中的重复问题和每周趋势。
“几分钟之内，我们就能准备好实际的活动资产供审查和发布。ChatGPT Work实际上可以进入我们用于构建活动的所有系统，并替我们完成构建工作。”
——Angela Ferrante，企业营销主管
腾出时间进行创造性工作
Zapier的营销团队并非总有时间发挥他们随时可用的创造力。
“ChatGPT Work解放了我们的团队，”Ferrante解释道。“例如，需求生成团队可以在活动上更具创意，并通过ChatGPT Work筛选这些工作，它会为他们提供活动优化的想法。”
团队可以更快地工作，在更紧的时间表内交付更好的成果。“突然间，工作被压缩了，或者时间表被压缩了，”Ferrante说。“工作从构思到执行的速度非常快，而且执行基本上是按需进行的。”
随着营销团队产出更多交付物，他们也可以避免陷入报告工作的泥潭。Ferrante表示，借助ChatGPT Work，“我们能够将报告调整到位，这样我们就可以花更多时间做工作，而不是分析工作结果。”
“这确实为我们的团队解锁了新的可能，让我们能够专注于更具战略性的工作，”Ferrante说。“我们突然能够让大量工作通过ChatGPT Work自动驾驶般地完成。”
未来展望
尽管ChatGPT Work已经带来了诸多好处，Ferrante看到了未来更大的潜力。“一些最具影响力的工作，将真正改变营销团队，是建立常开循环，而不仅仅是使用提示词，”Ferrante说。
Ferrante表示，最终目标是拥有一个“共享大脑”，利用会议、通话录音、客户和市场洞察中的背景信息。“我们将让工作在自动驾驶模式下进行，而人类可以成为品味引领者，”Ferrante说。
At Zapier, the enterprise marketing team is using ChatGPT Work to build automated funnel optimization systems, enabling them to deliver more value to their sales team with less manual effort. ChatGPT Work operates autonomously, giving the enterprise marketing team space to focus on strategic, creative efforts.
“We can do things that we couldn’t possibly have done before, like performing QA/QC on thousands of leads every single month.”
—Angela Ferrante, Head of Enterprise Marketing
Building a system for automatic funnel optimization
Angela Ferrante, Head of Enterprise Marketing, found that Zapier experienced a high volume of strong inbound leads but a similarly high drop-off rate. Why? Answering the question required an intensive quality assurance (QA) and quality control (QC) process to figure out where in the funnel these leads were dropping off.
But with ChatGPT Work, Ferrante could automate a process so labor-intensive that it would have been effectively impossible to accomplish otherwise. “It has just transformed how we do work and what we’re able to do,” Ferrante explains.
Now, the enterprise marketing team can perform automatic QA/QC on thousands of leads every month. The difference is stark. “A single person looking at one dropped lead would take 35 to 45 minutes just to get a picture of what went wrong,” Ferrante says.
“With ChatGPT Work, we were able to create a system that determined all of the lead problems, patched all of the issues, and quantified the impact of this project to the tune of seven figures in pipeline we were then able to hand off to sales every single month.”
The system now delivers ongoing results, including an executive dashboard highlighting recurring issues in their lead pipeline and weekly trends.
“Within minutes, we have actual campaign assets ready to review and push out. ChatGPT Work can actually go into all the systems we use to build campaigns and do the building for us.”
—Angela Ferrante, Head of Enterprise Marketing
Freeing up time for creative work
Zapier’s marketing teams didn’t always have the time to use the creative energies they had on tap.
“ChatGPT Work frees up our team,” Ferrante explains. “The demand generation team, for example, can get more creative about campaigns and filter that work through ChatGPT Work, which will give them ideas for campaign optimizations.”
The team can work faster, delivering better results on tighter timelines. “Suddenly, the work is shrunk down, or the timeline is shrunk down,” Ferrante says. “The work moves so quickly from ideation to execution, and the execution is essentially on demand.”
As the marketing team produces more deliverables, they can also avoid getting bogged down in reporting. With ChatGPT Work, Ferrante says, “We were able to get reporting dialed in so that we can spend more time doing work instead of analyzing the results of the work.”
“It’s really been an unlock for our team, allowing us to focus on more strategic work,” Ferrante says. “We’re suddenly able to have a lot of work just happen on autopilot using ChatGPT Work.”
What’s next
Despite the benefits ChatGPT Work has already offered, Ferrante sees even greater potential in the future. “Some of the most impactful work, which will really transform the marketing team, is setting always-on loops, not just using prompts,” Ferrante says.
The eventual goal, Ferrante says, is to have a “shared brain” that uses context from meetings, call recordings, customers, and market insights. “We will have work happening on autopilot, and humans can be the tastemakers,” Ferrante says.
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