Collaborative intelligence: How human and artificial intelligence create value along the B2B sales funnel

Jeannette Paschen · Matthew Wilson · João J. Ferreira

513 citations0/0 files storedBusiness Horizons

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

AI in Service Interactions Artificial Intelligence Applications Digital Innovation in Industries

Abstract

The B2B sales process is undergoing substantial transformations fueled by advances in information and communications technology, specifically in artificial intelligence (AI). The premise of AI is to turn vast amounts of data into information for superior knowledge creation and knowledge management in B2B sales. In doing so, AI can significantly alter the traditional human-centric sales process. In this article, we describe how AI affects the B2B sales funnel. For each stage of the funnel, we describe key sales tasks, explain the specific contributions AI can bring, and clarify the role humans play. We also outline managerial considerations to maximize the contributions from AI and people in the context of B2B sales.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 513 citations exist upstream.

References

1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1995Market Orientation and the Learning Organization 2018Waiting for a sales renaissance in the fourth industrial revolution: Machine learning and artificial intelligence in sales research and practice 2011When Should the Customer Really Be King? On the Optimum Level of Salesperson Customer Orientation in Sales Encounters 2018Artificial Intelligence in Advertising 2015Harnessing marketing automation for B2B content marketing 2019Sales profession and professionals in the age of digitization and artificial intelligence technologies: concepts, priorities, and questions 2016Data, information, knowledge and wisdom

Cited by

2020The implications of artificial intelligence on the digital marketing of financial services to vulnerable customers 2023Artificial intelligence (AI) competencies for organizational performance: A B2B marketing capabilities perspective 2023Artificial Intelligence in Advertising: Advancements, Challenges, and Ethical Considerations in Targeting, Personalization, Content Creation, and Ad Optimization 2021Setting B2B digital marketing in artificial intelligence-based CRMs: A review and directions for future research

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.