How AI is disrupting sales and marketing

McKinsey research (published 11 May 2023) suggests that a fifth of current sales-team functions could be automated.

The rise of AI – particularly GenAI – will influence three areas of sales and marketing:

  • Customer experience, with for example, hyper-personalized content and offerings based on individual customer behaviour, persona and purchase history.
  • Accelerating growth – for instance, raising top-line performance by giving sales teams the right analytics and customer insights to capture demand.
  • Productivity – boosting sales effectiveness and performance by automating mundane sales activities and freeing up capacity to spend more time with customers and prospects (while reducing cost to serve).

Personalization is key. “Winning B2B companies go beyond account-based marketing and disproportionately use hyper-personalization in their outreach,” says McKinsey.

Current top use cases focus on prospecting and lead generation.

The research found that:

  • 90 percent of commercial leaders expect to utilize GenAI solutions “often” over the next two years.
  • Those investing in AI are seeing between a 3% and 15% revenue uplift and a sales ROI uplift ranging from 10% to 20%.

For more information, see “AI-powered marketing and sales reach new heights with generative AI”.

Infographic depicting How AI is disrupting sales and marketing