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

被引：129
|
作者：
Paschen, Jeannette [1 ]
Wilson, Matthew [2 ]
Ferreira, Joao J. [3 ]
机构：
[1] Royal Inst Technol KTH, Sweden Lindstedtsvagen 30, S-11428 Stockholm, Sweden
[2] Cent Michigan Univ, Coll Business Adm, Mt Pleasant, MI 48859 USA
[3] Univ Beira Interior BI, NECE UBI Res Ctr Business Sci, Covilha, Portugal
来源：
BUSINESS HORIZONS | 2020年 / 63卷 / 03期
关键词：
Artificial intelligence; Natural language processing; Machine learning; B2B sales; Predictive analytics; MARKET ORIENTATION; TECHNOLOGIES; RATIONALITY; KNOWLEDGE; BUSINESS; FUTURE; IMPACT;
D O I：
10.1016/j.bushor.2020.01.003
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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. (C) 2020 Kelley School of Business, Indiana University. Published by Elsevier Inc. All rights reserved.
引用
收藏
页码：403 / 414
页数：12
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