B2B sales, much like the rest of the world, is changing at a rapid pace, with budgets tightening, buyer behaviours evolving, and the margin for error narrowing. In the midst of this shifting landscape, artificial intelligence (AI) has emerged as a powerful tool for driving efficiency and effectiveness in the sales process.
Although the promise of automation and predictive insights are enticing, for many organisations, the reality lies somewhere between transformation and turbulence. For sales leaders, the question is no longer whether AI has a place in their strategy—it’s how to deploy it smartly to create meaningful impact.
From admin to advantage
Sales professionals spend a staggering amount of time on non-revenue generating tasks such as CRM updates, meeting note transcription and content searching. In fact, research indicates that as much as 70% of a seller’s time is spent on these admin-heavy activities. It’s no wonder sales representatives often struggle to hit their targets.
However, AI is changing this dynamic. Intelligent automation tools are freeing up an average of 14 hours every month, enabling sales professionals to refocus on what truly matters: building relationships and closing deals. More than just saving valuable time, automation reduces human error and provides cleaner and more reliable data – fuel for better forecasts and strategic decisions.