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

TLDR

The B2B sales process is transforming as AI turns vast data into actionable knowledge, reshaping the traditionally human‑centric sales cycle. The article aims to explain how AI influences each stage of the B2B sales funnel and to outline managerial strategies for maximizing AI and human collaboration. The authors analyze each funnel stage, detailing key sales tasks, AI contributions, and human roles, and discuss managerial considerations.

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.