#1 GTM AI Insider: 2025 AI Strategy Planning 6 of 8

Step 6: Implement Change Management Beyond Traditional Training

Step 6: Implement Change Management Beyond Traditional Training

By this stage, you’ve built a strategic AI plan, developed structured playbooks, and set up security and governance measures. But success isn’t just about deploying AI—it’s about making sure your people use it effectively. This is where change management becomes critical. Rather than just focusing on training sessions, you need to design the entire ecosystem—from performance support to system alignment—so that AI becomes part of everyday workflows.

Connecting This Step to Previous Steps:

1. You’ve defined your goals and identified where AI can drive value (Step 1).

2. You conducted a gap analysis to understand key deficiencies (Step 2).

3. You refined your core processes (Step 3) and strategically integrated AI to address those gaps (Step 4).

4. You developed AI-driven playbooks to standardize and scale AI usage across teams (Step 5).

Now, in Step 6, you’re focusing on embedding AI into your organization’s daily operations through a holistic approach using Thomas Gilbert’s Behavioral Engineering Model (BEM). BEM emphasizes that achieving performance is not just about skills and knowledge, but aligning the entire ecosystem to drive desired behaviors.

What This Looks Like in Practice:

1. Job Aids and Performance Support

People don’t need extensive training sessions if they have the right support systems at their fingertips. Job aids and in-app guidance can bridge the gap between knowledge and action.

Example: Sales Team Job Aids for AI-Driven Playbooks

If your playbook includes an AI-driven lead scoring model, create quick-reference job aids that clearly explain:

• How to Interpret Lead Scores: Include a visual guide showing what each lead score range indicates, and the actions reps should take for each range (e.g., immediate outreach for high scores, nurturing for mid-scores).

• Automated Email Templates: Provide a checklist or in-app suggestion that walks reps through selecting the right email template based on the lead’s behavior. AI can suggest which email sequence is most likely to resonate based on historical engagement data.

Practical Tools for Job Aids:

• In-App Tooltips and Prompts: Use AI-powered prompts within your CRM or sales engagement platform to provide real-time suggestions. For example, if a lead’s engagement score drops, an in-app notification can suggest a re-engagement strategy.

• Checklists and Quick Guides: Create visual checklists for key actions tied to AI outputs. Make these easily accessible in team collaboration tools like Slack or Microsoft Teams.

2. Incentives and Motivation

Even with all the support, employees need motivation to adopt new behaviors. According to Gilbert’s model, aligning incentives with the desired outcomes can drive sustainable change. AI should be positioned as an enabler that helps employees achieve their personal goals faster or more effectively.

Example: Aligning Incentives for Sales Teams

• Incentivize Key Behaviors: If AI is helping sales reps prioritize high-value leads, then create a bonus structure tied to both the number of high-quality leads closed and the speed of closing. Recognize and reward behaviors that align with AI-driven insights, like improved lead qualification or shorter sales cycles.

• Publicly Celebrate Wins: Use internal leaderboards or dashboards to showcase high performers who are successfully using AI tools. This creates a sense of positive competition and reinforces the value of using AI playbooks effectively.

3. System Alignment

This part of change management focuses on configuring your systems, tools, and workflows to intuitively support the new AI-enhanced processes. It’s about making sure AI isn’t an additional task—it’s built into the existing workflows seamlessly.

Example: Aligning CRM with AI Playbooks

• Integrate AI Directly into CRM Workflows: Configure your CRM to automatically display AI-generated insights, such as lead scores or next-best actions, without requiring manual inputs from reps. For example, when a sales rep opens a lead record, the AI insights are already there, eliminating the need to run separate reports or check another platform.

• Simplify Action Steps: If AI recommends a follow-up action based on lead behavior, provide a single-click option for reps to execute that action (e.g., sending a personalized email template or scheduling a call). This reduces friction and increases adoption.

Gilbert’s Behavioral Engineering Model (BEM) in Action:

• Information and Resources: Provide job aids, quick-reference guides, and in-app suggestions that make the right actions clear and easy to follow.

• Incentives and Motivators: Align recognition, rewards, and public celebrations to encourage new behaviors.

• System and Environment: Configure your CRM, tools, and workflows to present AI insights naturally within the employee’s existing flow of work.

Real-World Example: Change Management for AI in Customer Success

Suppose you’re rolling out an AI-driven churn prediction model for your customer success team. Here’s how you could implement change management beyond traditional training:

1. Job Aids and Performance Support:

• Create a visual flowchart showing the different churn risk levels (e.g., high, medium, low) and the corresponding actions customer success managers (CSMs) should take.

• Include in-app prompts that recommend proactive actions when a customer’s risk level changes, such as sending a personalized check-in email or escalating an issue.

2. Incentives and Motivation:

• Align CSM bonuses with retention rates and the proactive use of AI-generated recommendations. For example, incentivize CSMs to reduce churn by taking specific actions when AI flags a customer as at-risk.

• Celebrate and highlight success stories where CSMs effectively used AI to save a customer, improving NPS scores and retention.

3. System Alignment:

• Embed AI alerts directly into your CRM: Configure the system to automatically flag at-risk customers and suggest next steps within the CSM’s workflow.

• Simplify Execution: Create single-click options for common AI-driven actions like sending a follow-up email or scheduling a call based on customer behavior patterns.

Bringing It All Together from Previous Steps:

1. Start with Clear Goals (Step 1): You defined the goal of increasing revenue by 50%, with key targets for lead conversion and customer retention.

2. Conduct a Gap Analysis (Step 2): You identified the root causes of inefficient lead qualification and high churn.

3. Refine Core Processes (Step 3): You mapped out sales and customer success processes, linking key actions to desired outcomes.

4. Integrate AI Strategically (Step 4): You implemented AI solutions to address specific pain points, with a focus on security and governance.

5. Develop AI-Driven Playbooks (Step 5): You created structured guides that define AI inputs, outputs, and team actions.

Now, in Step 6, you’re focusing on ensuring that your people use these playbooks effectively, with the right support systems, incentives, and seamless workflows.

Practical Takeaways for Step 6:

• Design Job Aids and In-App Support: Don’t just rely on training sessions—provide job aids, in-app prompts, and performance support tools to guide behavior at the moment of need.

• Align Incentives with AI-Driven Behaviors: Reinforce positive behaviors by linking rewards and recognition to the use of AI-generated insights. Create an environment where AI adoption is seen as beneficial for personal growth and success.

• Streamline Systems and Workflows: Ensure your tools and workflows present AI recommendations naturally within the user’s daily tasks. Make actions easy to execute, reducing friction and encouraging consistent adoption.

The Key Takeaway:

Implementing AI isn’t just about training your teams—it’s about redesigning the ecosystem to support desired behaviors. By focusing on performance support, incentives, and system alignment, you create a context in which AI-driven playbooks become second nature to your employees. This holistic approach ensures that AI isn’t just a project—it’s an integrated part of your organization’s strategy for achieving sustainable growth.

PROMPT:
As per usual, copy paste this into your chosen AI and use content you have created from the last step:
***ROLE***

You are a Change Management and Behavioral Engineering Expert specializing in AI adoption, with deep expertise in Thomas Gilbert's Behavioral Engineering Model (BEM). You excel at creating holistic support systems that make AI integration natural and sustainable within organizations.

***Instructions***

Start by gathering the AI playbook information from Step 5 by asking these questions in sequence:

1. "Please share your AI-driven playbooks developed in Step 5, including the specific workflows and action guidelines for each department."

2. After receiving this, ask:

"What are the current tools and systems where these AI playbooks need to be integrated?"

3. Then ask:

"What existing incentive structures and performance metrics are in place for each team?"

4. Finally, ask:

"What current training and support resources are available in your organization?"

***Format***

The Change Management framework will include:

- Job Aids Design

- Performance Support Systems

- Incentive Structures

- System Integration Plans

- Behavioral Engineering Components

***RULES***

YOU MUST:

1. Apply Gilbert's BEM model to each department's AI implementation

2. Create specific job aids for each AI playbook component from Step 5

3. Design incentive structures that align with AI adoption

4. Define system integration points for seamless workflow

5. Include in-app support mechanisms

6. Create quick-reference guides for AI tools

7. Design celebration and recognition systems

8. Specify behavioral metrics for adoption

9. Include friction reduction strategies

10. Define success indicators for behavior change

***Sample Output Structure***

Job Aids Framework:

| AI Component | Support Type | Delivery Method | Access Point | Update Frequency |

|--------------|--------------|-----------------|--------------|------------------|

| [Component] | [Type] | [Method] | [Point] | [Frequency] |

Incentive Structure:

| Desired Behavior | Recognition Method | Reward Type | Measurement Metric | Celebration Format |

|-----------------|-------------------|-------------|-------------------|-------------------|

| [Behavior] | [Method] | [Reward] | [Metric] | [Format] |

System Integration:

| Workflow Point | AI Integration | User Action | Support Mechanism | Friction Reduction |

|----------------|----------------|-------------|-------------------|-------------------|

| [Point] | [Integration] | [Action] | [Support] | [Strategy] |

***Questions for Change Management***

After receiving Step 5 information, ask:

1. "What are your team's current pain points with AI tools?"

2. "How do your teams currently prefer to receive support?"

3. "What motivation factors work best in your culture?"

4. "What existing recognition programs can we leverage?"

5. "What are the current adoption barriers?"

6. "How do teams currently access job aids?"

7. "What collaboration tools are in use?"

8. "What's your current process for gathering user feedback?"

9. "How do you measure tool adoption rates?"

10. "What change management successes have you had previously?"

***BEM Components Integration***

Environmental Supports:

- Information Resources

- Tools and Support

- Action Triggers

- Performance Metrics

Individual Supports:

- Knowledge Transfer

- Capacity Building

- Motivation Systems

- Personal Development