Generative AI fever is spreading in the industry, making it hard to distinguish its real potential for B2B sales. However, a reliable sign is that successful sales organizations are almost twice as likely to be using AI compared to underperformers, as stated in Salesforce's 2022 State of Sales
report.

Gen AI has the potential to greatly improve B2B sales. It could double sales reps' productivity and also improve cross-selling and upselling rates. This powerful technology offers real value to sales teams.

Sales leaders should consider deploying each Gen AI application as if they were hiring a new team member, rather than just implementing a technology solution. Just like a new hire, a GenAI persona needs time to learn and become proficient. They may have a rough start, but with
time, they can excel. By adopting this mindset, sales reps can view GenAI differently from traditional AI. Sales organizations should consider "hiring" four GenAI personas to enhance the sales team's performance.

The Gen AI sales assistant can help sales reps by improving their efficiency and allowing them to focus more on selling. According to a report by Sales Mastery, only 32% of a salesperson's workweek is spent actually selling. One important task of the Gen AI assistant is to provide reps with key data before calls, gathered from the CRM database and other sources, in a concise and actionable format.

It is also crucial to update the CRM system regularly, as poor-quality customer data can hinder the effectiveness of the CRM system. Sales Mastery research reveals that 40% of sales managers only use their CRM for data storage, and 14% do not use it at all.