Sales processes that involve the customer can be a major time sink and a source of drag on efficiency and quality. The research examines specific parts of the sales process, spanning research and discovery meetings through the creation of sales-related materials. The central focus is on identifying where the sales process creates loss and where gains can be made through generative Artificial Intelligence in B2B settings.
The study follows a mixed-methods approach designed to connect conceptual understanding with practical application. It includes a targeted literature review to contextualize the use of Artificial Intelligence in sales process management, a survey across different sales roles in the international IT industry, and a pilot experiment on the application of generative Artificial Intelligence for the creation of a presentation and other sales-related materials. These elements are brought together to compare workflow pain points with opportunities for automation, assistance, and prioritization.
The research integrates the different approaches and creates a simple model for prioritization. The emphasis is not only on where generative Artificial Intelligence can produce content, but also on where it can improve quality and reduce friction in activities that consume sales time. Research and discovery preparation, along with the production of presentations and related materials, are treated as practical areas in which efficiency gains may be realized.
Although the research was conducted in the IT industry, the activities are similar across other industries and can be applied universally. That framing positions the findings as relevant beyond a single sector, especially for organizations looking to streamline B2B sales operations and content creation. The overall conclusion is that generative Artificial Intelligence can support a more efficient sales process when it is applied to high-friction tasks and assessed through a clear prioritization model.
