A couple of weeks ago, our whole company ran the Convini relay. It was a reminder that while running is about individual effort, the real results come from how a team works together. That same mindset has shaped how we think about AI in our revenue operations.
When CRM Went From Frustration to Foundation
A few years ago, CRM could feel more like punishment than support. Endless fields to fill in, constant reminders pinging, and duplicate reporting that still didn’t add up in the end. For SDRs, a huge part of the day was spent researching accounts — finding out who they were, what they did, and whether they were a fit. Hours of work before even writing the first outreach email.
Today, that part looks very different.
Adding AI as a Support Layer
AI doesn’t magically make everything “smooth.” It’s another layer of technology that needs to be understood, implemented, and worked on. But when you apply it to the right parts of the process, it can change the game.
At Exelement, we’ve started small — testing AI in focused areas of our revenue operations. One of the most tangible changes so far: enrichment built directly into the CRM. Instead of SDRs spending hours digging for company information, we can now pull structured, reliable data with the click of a button. Segmentation that used to take half a day is now practically instant.
Outreach Preparation in Minutes, Not Hours
This enrichment means the prework of outreach — once a grind — is now a walk in the park compared to just a few years ago. The system gathers and organizes the background, leaving sales teams free to focus on conversations, not spreadsheets.
Still Early, But With Big Potential
We’re not pretending AI has solved all our problems. We’re in the early stages, and there’s plenty left to build and refine. But already, the ideas we’ve tested — like automated enrichment and segmentation — point to a future where AI becomes a supportive teammate in RevOps, not a replacement for people.
And just like the Convini relay, it’s not about one person sprinting ahead — it’s about building the kind of system where the whole team can run stronger, together.
