Self-Driving Revenue

Since I started at IBM in 1998, I’ve worked with companies of all sizes. I’ve been part of teams of two and organizations with more than 300,000 people trying to gain a competitive edge. We focused on driving demand, increasing deal size, and achieving double-digit improvements in retention. We shifted from solution selling to value selling and from mass marketing to personalized account-based approaches. Yet, the overall process has changed little.

Sure, technology has made a lot possible. Dashboards are colorful and visual. Call recording tools show us what happened during calls. Collaborative forecasting can help if teams choose to use it. AI agents can research prospects and draft outreach emails.

While AI can push us further, today’s AI applications focus on a small part of the customer journey. Isn’t that like a self-driving car that only works on sunny days or can only parallel park? It’s better than before but still misses the full potential. It’s time to rethink and reinvent the whole process.

Shouldn’t a system do more than provide intelligence? What if a system performed the next best action? Today, companies use a different tool to manage marketing budgets, route accounts, enforce pricing, handle contract renewals, and identify at-risk customers. Each team measures success differently. Many marketing teams focus on marketing qualified lead (MQL) conversion rates. But the key question is when an MQL turns into real revenue collected. Discounts usually get approved based on old rules. They don’t consider their effect on today’s company margins. Systems should adapt on their own, without needing consultants.

Shouldn’t this kind of system be standard for every commercial user, on one platform? It shouldn’t just be for those who know how to write AI prompts well. And since it’s all about revenue, shouldn’t we trace every action back to its data source?

That’s what we are building.

• Margins expand with the right customer mix and adaptive pricing.
• Growth is predictable and repeatable.
• Revenue forecasts rely on facts, not personal bias.
• Customers stay and grow because risks are caught in time.

We’re excited, and you will be too. Become a Design Partner.

Switch. Self-driving revenue.

P.S. Switch is built for B2B companies. We’re not ready for B2C yet.