AI or Die: 5 RevOps Workflows You Should’ve Launched Yesterday

AI isn’t just hype anymore. It’s here - and it's transforming how RevOps gets things done. In this digital event, Camela Thompson, Head of Marketing at RevOps Co-op, and Ryan DeForest, former Gong and Salesforce leader now heading up GTM Ops at Default, break down the five most impactful AI-powered workflows every revenue operations team should be experimenting with right now.

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Here’s what they covered - and why these workflows could mean the difference between staying competitive or falling behind.

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Start Small or Burn Fast

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Before diving into the workflows, the speakers dropped a critical reminder: don’t try to boil the ocean. AI tools are expensive, and many are priced by consumption. Start small. Test with limited datasets and watch your API usage - especially when layering tools like Clay, Zapier or OpenAI.

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“People try to go from zero to a hundred overnight,” said Ryan. “But if you crawl before you run, you’ll avoid wasted time and money.”

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Workflow 1: Score and Qualify Leads with AI

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Every RevOps pro knows lead scoring is essential - but maintaining rigid, rules-based models is tough when your GTM motion evolves. AI makes this smarter.

• Enrich incoming leads with third-party data from Clay, ZoomInfo or D&B
• Add an AI node that evaluates lead quality as if it were your best SDR
• Output a score with reasoning so sales knows why a lead matters

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Why it works: AI-powered scoring adapts as your business scales, and it can handle multiple enrichment sources, lead sources and nuances.

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“Tell the AI to act like an SDR who sells your product. Feed it data. Then ask it to give a score from one to ten - with a reason,” said DeForest.

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Check out our post on **GenAI + Marketing Analytics** to understand how AI elevates analytics alongside RevOps workflows.

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Workflow 2: Route Leads Based on Historical Performance

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Routing leads by territory, vertical or employee count? AI lets you go one step further.

• Use AI to evaluate close rates by segment, region or competitor.
• Assign leads to reps who have a higher likelihood of success based on historical performance.
• Push routing outcomes into Slack or your CRM - with the reason why.

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One of Default’s customers even routes competitive deals to reps who’ve beat that competitor before. That’s next-level efficiency.

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Workflow 3: Prep Reps for Demo Calls Automatically

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Forget scrambling before a call.

• Pull all available info - emails, CRM notes, past calls, intent signals
• Use AI to summarize the account, highlight key signals and recommend questions
• Deliver the insights to reps via Slack or directly in your CRM

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Why it matters: You’ll improve conversion rates without making your reps work harder. They’ll walk into every call prepared.

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Workflow 4: Trigger Outreach Based on Website Behavior

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If someone’s on your pricing page twice in a week, that’s not just a “visit” - that’s a signal.

• Use intent tools to detect visitors
• Run that data through enrichment + AI to write a tailored internal note
• Route it to the right rep and insert into a sequence - before the lead goes cold

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Pro tip: One of Default’s most effective triggers? Accounts that return to your site six months after going cold.

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Workflow 5: Automate Account Research for Outbound

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Give your reps back hours by handling this with AI.

• Pull in data from Crunchbase, LinkedIn, website, news articles
• Run through an AI node to summarize the opportunity
• Feed insights back into Salesforce or push into Slack

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Use cases include refreshing stale accounts, prepping for outbound, and even reacting to job changes or industry news.

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“Prompt your AI to summarize an account based on your company’s ICP. Reps can personalize outreach with minimal effort,” said Thompson.

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Learn more about automating GTM practices in our blog **A Case for Automation: GTM Document Management.**

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Avoid the Biggest Pitfall: Over-Engineering

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AI can supercharge your workflows - but only if you keep things simple.

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“Just like with lead scoring before AI, the more rules you add, the less effective your system becomes,” warned Camela Thompson. “Test everything with small data sets first. Then iterate.”

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Don’t try to build the perfect system on day one. Crawl before you run.

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Final Thoughts: RevOps + AI = Better, Not Busier

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These AI workflows aren’t just about saving time. They’re about improving conversion rates, qualifying faster, and closing more deals.

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Take a crawl-walk-run approach. Learn to write better prompts. Ask your reps what’s working. Show your work - especially the why behind AI decisions.

Then keep iterating.

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