Opportunities and Challenges to Implement AI in Sales Process: A B2B Manufacturing Company's Perspective
Cardoso Monteiro, José Maria (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024051311461
https://urn.fi/URN:NBN:fi:amk-2024051311461
Tiivistelmä
The value of AI lies in how economic actors use AI-powered systems to optimise processes, improve accuracy, boost productivity, foster effectiveness, and create novelty.
This master's thesis project explores the opportunities and challenges of implementing AI in the sales process by conducting qualitative research with data collected through semi-structured interviews with 16 experts divided into three focus groups: the Head of Sales, the Sales Consultant, and the AI Experts. Furthermore, it discusses practical actions and recommendations that could help B2B manufacturing companies identify what to prioritise in allocating resources that effectively and successfully address the opportunities and challenges of implementing AI.
The research focuses on the first two phases of Dubinsky’s seven steps of selling process: prospecting and pre-approach. It highlights the numerous opportunities and challenges for utilising AI to advance these two selling phases.
The research findings suggested that AI could enhance prospecting (creation of tailored communication, data analyses and insights, and lead qualification) and pre-approach (creating sales presentations, guided selling, and market intelligence). Likewise, the findings outlined three challenges organisations may encounter when implementing AI: competency gap, data quality and availability, and resistance to AI. Furthermore, it found four crucial AI implementation topics that organisations should consider when implementing AI: AI strategy, change management, knowledge exchange, and progressive implementation.
This master's thesis project explores the opportunities and challenges of implementing AI in the sales process by conducting qualitative research with data collected through semi-structured interviews with 16 experts divided into three focus groups: the Head of Sales, the Sales Consultant, and the AI Experts. Furthermore, it discusses practical actions and recommendations that could help B2B manufacturing companies identify what to prioritise in allocating resources that effectively and successfully address the opportunities and challenges of implementing AI.
The research focuses on the first two phases of Dubinsky’s seven steps of selling process: prospecting and pre-approach. It highlights the numerous opportunities and challenges for utilising AI to advance these two selling phases.
The research findings suggested that AI could enhance prospecting (creation of tailored communication, data analyses and insights, and lead qualification) and pre-approach (creating sales presentations, guided selling, and market intelligence). Likewise, the findings outlined three challenges organisations may encounter when implementing AI: competency gap, data quality and availability, and resistance to AI. Furthermore, it found four crucial AI implementation topics that organisations should consider when implementing AI: AI strategy, change management, knowledge exchange, and progressive implementation.