How businesses can use AI tools to boost their sales

by Jim Dickie, Boris Groysberg, Benson P. Shapiro, and Barry Trailer

Though more and more companies are applying sophisticated technology to sales processes, research suggests that most aren’t using it effectively (and some don’t even use it at all). Even customer-relationship-management systems, which digitally savvy sales organisations have had in place for decades, aren’t being fully taken advantage of. In Sales Mastery’s 2022 Sales Performance Scorecard survey of 332 sales managers, 15% of respondents reported that their companies were not actively using CRM, and 42% stated that they were using it only for storing information about customers and prospects.

No wonder salespeople have been struggling.