The Potential of Artificial Intelligence: Optimizing the B2B sales process of manufacturing companies
Kovanen, Mikko-Oskari (2021)
Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-202105179066
http://urn.fi/URN:NBN:fi:amk-202105179066
Tiivistelmä
Artificial intelligence is an integral part of the human existence in 2021 and the world of business is no different. The development of AI and machine learning are changing the way companies sell their products. This study examined the potential of AI in optimizing the business-to-business sales funnel of manufacturing companies.
The process of a conducted sale was divided into seven steps according to the model of Dubinsky, which is regarded as the staple of sales analysis. These seven steps were than optimized with AI implementations lifted from prior research. The goal of the research is to showcase how companies can improve the efficiency of how they sell. Before said improvements are analyzed, a fundamental framework of what AI is and how it works was established.
To support the theoretical framework, three sales managers were interviewed on their implementations and general opinions about AI applications. The interviews alongside the research showcased that AI can be utilized in all the seven steps throughout the sale and it can revamp the way companies conduct sales. It was apparent that the implementations amongst the interviewees were mainly limited into prospecting and data analysis due to the availability and price of the technology.
The process of a conducted sale was divided into seven steps according to the model of Dubinsky, which is regarded as the staple of sales analysis. These seven steps were than optimized with AI implementations lifted from prior research. The goal of the research is to showcase how companies can improve the efficiency of how they sell. Before said improvements are analyzed, a fundamental framework of what AI is and how it works was established.
To support the theoretical framework, three sales managers were interviewed on their implementations and general opinions about AI applications. The interviews alongside the research showcased that AI can be utilized in all the seven steps throughout the sale and it can revamp the way companies conduct sales. It was apparent that the implementations amongst the interviewees were mainly limited into prospecting and data analysis due to the availability and price of the technology.