Artificial Intelligence Applications in the B2B Sales Funnel

Purpose Artificial intelligence (AI) applications can create value along the business-to-business (B2B) sales funnel. AI can support and even take over the tasks of managers and salespeople related to data-driven decisions. However, studies are lacking concerning the B2B sales problems that can be solved with AI and the AI types that can be applied to certain tasks. Moreover, the emergence of generative AI has disrupted this research area, offering new opportunities and challenges. This study therefore seeks to answer the question: What is the current state of knowledge of AI in B2B sales (regarding consensus definitions, theoretical grounding application, sales problems for which AI is used, and AI techniques and models applied at each stage of the B2B sales funnel)?. Methodology To explore this, we conduct a framework-based literature review of current AI applications for B2B sales problems. Originality The present research contributes to the literature by providing a comprehensive overview of AI conceptualization, recent research advances and available AI models for B2B sales challenges. Moreover, it identifies how AI applications can be implemented in each of the six stages of the sales funnel. Findings This study serves as a guide for B2B sales researchers and managers pointing that, currently, AI is mainly utilized for sales tasks related to qualifying the prospect (Stage 3) and serving the account (Stage 6). However, there is an untapped potential for Generative AI to support opening the relationship (Stage 2) and presenting the sales message (Stage 4), which present significant business opportunities where effective communication is vital.