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

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  • Paschen, Jeannette
  • Wilson, Matthew
  • Ferreira, João J.

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.

Suggested Citation

  • Paschen, Jeannette & Wilson, Matthew & Ferreira, João J., 2020. "Collaborative intelligence: How human and artificial intelligence create value along the B2B sales funnel," Business Horizons, Elsevier, vol. 63(3), pages 403-414.
    • Handle: RePEc:eee:bushor:v:63:y:2020:i:3:p:403-414
    DOI: 10.1016/j.bushor.2020.01.003
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    13. Black, J. Stewart & van Esch, Patrick, 2020. "AI-enabled recruiting: What is it and how should a manager use it?," Business Horizons, Elsevier, vol. 63(2), pages 215-226.
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    15. Daniela Corsaro & Isabella Maggioni, 2021. "Managing the sales transformation process in B2B: between human and digital," Italian Journal of Marketing, Springer, vol. 2021(1), pages 25-56, June.
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    19. Chang, Woojung, 2022. "The effectiveness of AI salesperson vs. human salesperson across the buyer-seller relationship stages," Journal of Business Research, Elsevier, vol. 148(C), pages 241-251.
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    21. Jarrahi, Mohammad Hossein & Askay, David & Eshraghi, Ali & Smith, Preston, 2023. "Artificial intelligence and knowledge management: A partnership between human and AI," Business Horizons, Elsevier, vol. 66(1), pages 87-99.
    22. Soheila Khajoui & Saeid Dehyadegari & Sayyed Abdolmajid Jalaee, 2023. "Forecasting exports in selected OECD countries and Iran using MLP Artificial Neural Network," Papers 2312.15535, arXiv.org.
    23. Sudatta Kar & Arpan Kumar Kar & Manmohan Prasad Gupta, 2021. "Modeling Drivers and Barriers of Artificial Intelligence Adoption: Insights from a Strategic Management Perspective," Intelligent Systems in Accounting, Finance and Management, John Wiley & Sons, Ltd., vol. 28(4), pages 217-238, October.
    24. Martin Adam & Konstantin Roethke & Alexander Benlian, 2023. "Human vs. Automated Sales Agents: How and Why Customer Responses Shift Across Sales Stages," Information Systems Research, INFORMS, vol. 34(3), pages 1148-1168, September.

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