Telco cracking the B2B sales code with AI

Telecom companies are increasingly turning to generative AI (GenAI) to revitalize their B2B sales processes. The potential of this technology is significant, especially considering that B2B sales representatives currently spend about 72% of their time on non-selling tasks, according to Salesforce research.

GenAI offers more than just time savings. It promises to make customer interactions more personal and productive. However, successful implementation requires an integrated approach, combining GenAI with traditional predictive AI and human expertise.

Companies that effectively harness both generative and predictive AI in their sales processes have the potential to increase EBITDA by over 40%, through a combination of top-line growth and improved operational efficiency.

Implementing GenAI: A Phased Approach

BCG and Salesforce have developed a strategy for integrating GenAI into B2B sales operations. This approach allows telecom companies to achieve quick wins while steadily building their capabilities. The implementation process consists of three main phases:

1. Task Automation and Augmentation: This initial phase focuses on using GenAI tools to simplify or automate routine tasks such as updating customer relationship management records and creating sales call summaries.
2. Reimagined Individual Workflows: In this phase, GenAI is integrated into more complex processes, such as generating responses to requests for proposals (RFPs) and updating quotes. This can significantly increase team productivity.
3. Transformational Change: The final phase represents a fundamental shift in go-to-market strategy. It involves using AI to interact with customers in new ways, such as through intelligent sales agents that can engage with prospects, analyze their needs, and determine appropriate next steps.

Best Practices for Success

Successful GenAI implementation requires more than just focusing on algorithms and technology. Organizations need to rethink processes and empower their people. Key best practices include:

1. Setting a clear vision and ambition from the top down
2. Defining specific business outcomes
3. Identifying use cases that drive target outcomes
4. Assessing the current technology stack and determining necessary additions
5. Choosing a "lighthouse" use case to demonstrate early value
6. Building trust into work processes, including addressing data privacy and security concerns
7. Driving organizational change while fostering a sense of opportunity among employees

The 10/20/70 Rule

A useful guideline for GenAI transformation is the 10/20/70 rule: dedicate 10% of effort to algorithms, 20% to data and technology infrastructure, and 70% to processes and people. This approach helps ensure that the human element is not overlooked in the pursuit of technological advancement.

Broader Applications

While this article focuses on the telecom industry, the principles and approaches discussed can be applied to B2B sales processes in many sectors. Any industry facing challenges with sales efficiency and seeking to enhance customer interactions could potentially benefit from a similar GenAI implementation strategy.

The key is to approach the transformation holistically, considering not just the technology but also its impact on people, processes, and overall business strategy. By doing so, companies can leverage GenAI to significantly improve their B2B sales performance, leading to increased revenue and improved customer relationships.

As with any major technological shift, the journey to fully integrating GenAI into B2B sales operations will take time and careful planning. However, for those companies willing to invest the effort, the potential rewards in terms of increased efficiency, improved customer experiences, and overall business growth are substantial.