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

Business horizons, 2020-05 [Peer Reviewed Journal]

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Title:
Collaborative intelligence: How human and artificial intelligence create value along the B2B sales funnel
Author: Paschen, Jeannette ; Wilson, Matthew ; Dias-Ferreira, Joao
Subjects: Artificial intelligence ; B2B ; machine learning ; market knowledge ; natural language processing ; sales funnel ; sales process
Is Part Of: Business horizons, 2020-05
Description: The B2B sales process is undergoing substantial transformations, fuelled by advances in information and communications technology and specifically by 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 impacts the B2B sales funnel. Specifically, for each stage of the funnel, we describe key sales tasks, explicate the specific contributions that AI can bring and clarify the role that human contributions play at each step of the AI-enabled sales funnel. We also outline managerial considerations to maximize the contributions from AI and people in the context of B2B sales.
Language: English
Identifier: ISSN: 0007-6813
ISSN: 1873-6068
EISSN: 1873-6068
DOI: 10.1016/j.bushor.2020.01.003
Source: SWEPUB Freely available online

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