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 helps sellers identify opportunities, prioritize leads, and improve customer interactions, ultimately driving profitable growth.

There are several compelling use cases for Gen AI in B2B sales. For instance, it can assist in identifying the 'next-best action' for sellers, helping them prioritize leads based on engagement data. Additionally, Gen AI can streamline the response process for requests for proposals (RFPs) by synthesizing relevant information quickly, which is particularly beneficial in industries like life sciences. Companies have reported significant improvements in efficiency, such as a healthcare managed care organization that reduced RFP assessment time by 60-80%.

B2B leaders looking to implement Gen AI should start by establishing a tailored strategy that aligns with their business goals. This involves identifying specific use cases that can drive immediate impact, such as enhancing sales productivity or improving customer experience. Leaders should also consider integrating Gen AI with existing analytical tools and ensuring that their teams are trained to utilize these technologies effectively. By focusing on clear objectives and leveraging data-driven insights, organizations can maximize the benefits of Gen AI.