An unconstrained future: How generative AI could reshape B2B sales (with abstract)

An unconstrained future: How generative AI could reshape B2B sales (with abstract)
An unconstrained future: How generative AI could reshape B2B sales (with abstract)
Published By	Articles by McKinsey
Publish Date	Sep 16, 2024
Authors	Lareina Yee, Richelle Deveau, Steve Reis
Topics	B2B, AI
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Diagrams	Yes
Downloadable Version	Yes
Reviewers
Page Owner	Nikolay Sidelnikov
Summary Author	Nikolay Sidelnikov

Abstract

The article An unconstrained future: How generative AI could reshape B2B sales by McKinsey is devoted to exploring the transformative impact of generative AI (gen AI) on B2B sales. It delves into how advancements in AI technology are reshaping traditional sales processes, focusing on three key areas: improving sales efficiency, driving meaningful growth, and redefining the sales operating model. The article also provides insights into how businesses can prepare for a future where gen AI plays an increasingly central role in enhancing sales strategies and customer interactions, creating seamless, nearly invisible AI-driven experiences.

Authors note that automation, data analytics, and machine learning have significantly boosted B2B sales efficiency, with companies reporting a 10 to 15 percent gain and more time spent with customers. Generative AI (gen AI) is expected to drive even greater productivity, adding $0.8 to $1.2 trillion in sales and marketing output.

While only 21 percent of commercial leaders report full gen AI adoption, optimism is high. Over 85 percent of those using gen AI are excited about its potential to boost efficiency, growth, and customer experience. The author believes widespread adoption of gen AI is a matter of "when," not "if."

The article suggests the three possible pathways in which gen AI could transform the future of B2B sales.