When we sat down with Toby Carrington for our recent webinar, hosted by one of our GTM Advisors and Ambassador Coach K, one thing became clear: AI is changing the way businesses think about growth. Toby, the Chief Business Officer (CBO) of Seismic, a seasoned leader known for his clarity and focus, shared practical insights into how companies can harness AI to shift from efficiency to impactful action. His take wasn’t about hypotheticals—it was grounded in real-world strategies that any business can start using today.
The conversation was enriched by thoughts from our own CEO, Santi, who chimed in with his perspective on AI’s potential to revolutionize the way organizations listen to and act on customer data.
Efficiency Is the Starting Line, Not the Finish Line
Toby kicked things off by challenging a common misconception: that efficiency alone is enough. “Yes, AI can help you save time and resources,” he said. “But what matters is how you reinvest that time. Are you doubling down on the things that actually grow your business?”
This shift in thinking reframes AI from being just a tool to reduce costs to a driver of strategic action. Toby shared an example: Instead of using AI simply to process more customer data faster, use it to pinpoint insights that would otherwise be buried. This way, your teams aren’t just moving quickly—they’re moving purposefully.
The takeaway? Speed without direction is just chaos. AI helps focus that speed.
Listening at Scale: A New Competitive Edge
One of the most compelling parts of the discussion was Toby’s emphasis on listening—really listening—to your customers. In his experience, most companies think they’re listening, but the truth is they’re only hearing fragments. “The challenge is not that the data isn’t there,” Toby explained. “It’s that we don’t have the tools to make sense of it.”
He shared a striking story about a deal his team was tracking. A customer mentioned that their signature process would take nine weeks—a critical delay, considering the deal was forecasted to close in just three weeks. “If we hadn’t caught that comment, we would’ve been blindsided,” he said. AI flagged the issue almost instantly, giving his team time to adjust and avoid a costly mistake.
This is what listening at scale looks like. It’s not about more meetings or longer calls—it’s about pulling the right insights from the conversations you’re already having.
The Human-AI Partnership
A key theme that emerged from the webinar was the idea that AI isn’t replacing people—it’s amplifying them. Toby was clear on this point: “AI is not here to take over your team’s work. It’s here to make them better at it.”
Santi echoed this sentiment, adding that the real power of AI lies in its ability to handle repetitive, time-consuming tasks, freeing up humans for what they do best: creative problem-solving and relationship-building. “When AI handles the grunt work, people can focus on asking better questions and making better decisions,” he said.
This partnership between humans and AI isn’t just a nice-to-have; it’s becoming a necessity. As Toby pointed out, businesses that fail to adapt risk being left behind.
Real-Time Signals: Turning Data into Action
Another standout moment was Toby’s take on the importance of real-time information. “In business, timing is everything,” he said. “The ability to act on information right when it’s relevant is what sets high-performing teams apart.”
He shared how real-time alerts had transformed his team’s decision-making. Whether it was identifying risks in a deal, spotting opportunities for upselling, or simply knowing when to follow up with a customer, the immediacy of the data made all the difference. “You’re not just reacting,” he said. “You’re anticipating.”
This led to a broader discussion about how AI can create a feedback loop, ensuring teams are not just doing the work but constantly improving how they do it.
The Future of AI and Growth
The conversation ended on a forward-looking note, with both Toby and Santi weighing in on what’s next for AI in business. Toby highlighted the need for tools that simplify complexity, turning massive amounts of data into clear, actionable insights. “We’re just scratching the surface of what’s possible,” he said. “The next step is making sure these tools are as easy to use as they are powerful.”
Santi added that the real opportunity lies in integrating these capabilities seamlessly into existing workflows. “The best tools are the ones you barely notice,” he said. “They just work, and they make everything else you’re doing better.”
Key Takeaways:
- Efficiency is just the beginning: AI isn’t just about saving time or reducing costs—it’s about reallocating those savings into actions that drive real growth.
- Real listening transforms business outcomes: Toby’s example of catching a critical deal delay through AI highlights how listening at scale can prevent costly mistakes and create opportunities.
- AI amplifies human strengths: Instead of replacing human efforts, AI handles repetitive tasks so teams can focus on creativity, problem-solving, and relationship-building.
- Timely insights drive better decisions: Real-time signals, like alerts for risks or opportunities, ensure that teams can act quickly and decisively when it matters most.
- The future is seamless AI integration: Tools that blend into existing workflows, enhancing every action without adding complexity, are key to unlocking AI’s full potential.
Final Thoughts: The Momentum Difference
As Toby and Santi made clear, the future of AI is not about replacing people—it’s about enabling them to do their best work. At Momentum, we’re committed to making that future a reality by turning every customer conversation into a source of actionable insight. From real-time alerts to deep integration with your existing systems, our platform is designed to help you not just listen—but act.
Curious about how it works? Schedule a demo today and see the difference for yourself.