Applications and Benefits of Generative AI for Sales Line Managers in an Industrial Sales Organization

Abstract

Generative AI is increasingly being utilized in sales-related fields. However, its use in sales leadership remains limited. The purpose of this thesis is to investigate the potential areas that bring the most beneficial value to local sales line managers. A case study was prepared at the ABB Electrification Markets unit in Finland, employing the qualitative research method complemented by constructed inter-views with three sales line managers.

The findings showed that GenAI is being applied to internal tasks, such as communication summarization and organizing content for presentation. Despite the use of GenAI for internal tasks, the overall adoption remains limited due to concerns about data confidentiality, reliability, and company policies. The results indicated that while GenAI has the potential to help sales line managers with their tasks and responsibilities, judgement and experience remain strong pillars for operating in sales leadership.

This thesis provides ABB Electrification Market Finland with insights to enhance and integrate GenAI into sales leadership by presenting both opportunities and challenges.