The Integration of Artificial Intelligence in B2B Sales Management: Revolutionising Sales Strategies

  • Alexander Brunbauer

Student thesis: Bachelor's Thesis

Abstract

The transformative potential of Artificial Intelligence (AI) in enhancing strategic sales management within B2B sectors is explored in this research. The primary motivation is the need to overcome the limitations of traditional sales methods by adopting AI, which offers significant improvements in data processing and decision-making capabilities. Despite the rapid integration of AI in business, a gap exists between its practical applications and academic research. The paper emphasizes the need for ongoing research to further validate AI tools and understand their long-term impacts on business strategies and performance. This forward-thinking perspective underscores AI's increasing importance in strategic sales management, anticipating continuous evolution and deeper integration in the future. The study combines a comprehensive literature review with empirical data from semi-structured interviews with professionals in sales, marketing, and project management. This approach allows the exploration of both theoretical foundations and practical implementations of AI in sales strategies. The findings indicate that customized sales strategies are essential for different geographical areas, as they must consider varying consumer behaviours, economic conditions, cultural norms, and regulatory environments. Companies often adopt hybrid approaches, combining frameworks like SWOT, Porter's Five Forces, and PESTLE to tackle specific market challenges and enhance global competitiveness. Adopting AI in business requires a comprehensive approach to ensure both effectiveness and ethical compliance. A robust data infrastructure is crucial to support advanced AI technologies for data processing and analysis. At the same time, strict adherence to ethical guidelines and data protection laws is vital to maintain the integrity of AI applications. AI's impact on the job market mirrors previous industrial shifts, automating tasks and transforming job roles. This transition necessitates significant investments in employee training to help workers adapt to new technological demands. The ongoing evolution highlights the importance of continuous workforce adaptation and training to meet changing business needs and fully leverage AI's potential. The thesis encountered challenges, primarily due to the scarce availability of scholarly materials on the use of AI tools in strategic sales. Additionally, selecting experts who are actively using AI in strategic sales within Austria proved difficult. This was largely due to the industry's reluctance to share information, driven by concerns over privacy. AI in B2B sales is quickly improving, allowing for more personalized customer interactions and smarter decision-making. However, its integration brings up ethical issues and regulatory challenges, requiring changes in how companies are run and how they assess AI tools.
Date of Award2024
Original languageEnglish
SupervisorValerija Muravjova (Supervisor)

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