B2B sales is undergoing a transformative evolution due to emerging technologies, especially generative AI (gen AI). While the fundamental role of sales—building trust and creating value—remains, tools like gen AI enhance productivity and efficiency. Early adopters of gen AI in B2B report significant benefits, with 85% expressing excitement about its potential for improved efficiency and customer experiences.
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McKinsey & Company.McKinsey & Co has publsihed a survey into potentail pathways to use AI in B2B sales. Read in full here.
Key takeaways:
B2B sales is undergoing a transformative evolution due to emerging technologies, especially generative AI (gen AI). While the fundamental role of sales—building trust and creating value—remains, tools like gen AI enhance productivity and efficiency. Early adopters of gen AI in B2B report significant benefits, with 85% expressing excitement about its potential for improved efficiency and customer experiences.
Three pathways for the future of B2B sales are identified:
- Efficiency Enhancement: Gen AI automates tasks, allowing sellers to focus on relationship-building and complex problem-solving, thus increasing their effectiveness.
- Growth Opportunities: Gen AI helps identify new markets and customer needs, driving sales growth through tailored approaches and insights.
- Reframing Sales Operations: Gen AI becomes integral to sales processes, reserving human interactions for complex deals and prioritizing long-term customer success.
To prepare for this future, companies must adapt to elevated expectations, embrace agility, and foster collaboration between sales, marketing, and customer service.
- B2B sales is evolving with the rise of generative AI.
- Trust-building and value creation remain central to sales.
- Gen AI can significantly enhance productivity and efficiency.
- 85% of B2B leaders are excited about gen AI’s potential.
- Three transformative pathways: efficiency, growth, and reframing operations.
- Gen AI automates routine tasks, freeing time for complex problem-solving.
- It identifies new markets and customer needs for targeted engagement.
- Human interactions become premium, focused on complex transactions.
- Companies need to adapt to higher customer expectations.
- Agility and collaboration across departments are essential for success.
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Image: McKinsey & Company
Source: McKinsey & Company.
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