Abstract

Sales processes that involve the customer can be a major time sink and a source of drag on efficiency and quality. This research focuses on specific areas of the sales process, from research and discovery meetings to the creation of sales-related materials. It explores the areas where the sales process creates loss and where gains can be made using generative AI (GenAI). The research follows a mixed-methods approach and includes the following: (i) a targeted literature review to contextualize the use of AI in sales process management, (ii) a survey across different sales roles in the international IT industry, and (iii) a pilot experiment on the application of GenAI for the creation of a presentation and other sales-related materials. The research integrates the different approaches and creates a simple model for prioritization. Although the research was conducted in the IT industry, the activities are similar across other industries and can be applied universally.

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