Gen AI refers to a subset of artificial intelligence that can significantly enhance B2B sales growth by boosting revenue generation, increasing sales productivity, and streamlining internal processes. According to McKinsey’s B2B Pulse Survey, 19% of B2B decision-makers are already implementing Gen AI use cases, with another 23% in the process of doing so. This technology can help sellers identify their next-best opportunities by processing multiple data sources and providing advanced recommendations.

There are several compelling use cases for Gen AI in B2B settings. For instance, it can streamline the process of responding to requests for proposals (RFPs) by synthesizing large amounts of unstructured data, which has been particularly beneficial for life sciences companies. Additionally, Gen AI can assist in identifying the next-best action for sales leads, improving engagement strategies, and even enhancing meeting preparation by generating relevant insights quickly.

To implement Gen AI effectively, organizations should start by analyzing their specific goals and identifying key areas where AI can drive profitable growth. This includes understanding the data they have, prioritizing use cases that align with their business needs, and ensuring that their sales teams are trained to leverage these tools. Companies should also consider integrating Gen AI with existing systems, such as customer relationship management (CRM) platforms, to maximize its impact on sales productivity.