Cambridge Business Association
A Bold AI Ambition for B2B Marketing, Sales, and Service
Article

A Bold AI Ambition for B2B Marketing, Sales, and Service

Bryan Gauch, Phillip Andersen, Nick Schneider, Tyler Eline and Matt Ross
Boston Consulting Group, 2024
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B2B marketing, sales, and service organizations are investing in GenAI’s potential — but according to Boston Consulting Group research, many leaders lack confidence in their approach. Gain insights into the winning strategies deployed by first movers, embracing a three-phase approach to launching a successful AI transformation. Learn how to prepare your organization for change, and start re-imagining your processes, functions, and workflows, scaling the benefits of AI throughout your organization.

Summary

B2B marketing, sales, and service leaders are investing in GenAI, yet unsure how to leverage its full potential.

GenAI top performers are leveraging the technology to increase revenue and efficiencies and improve customer journeys. According to research from the BCG Henderson Institute and Harvard Business School, successful adoption of GenAI leads to 25% faster output and 40% higher quality outcomes. However, while many leaders at marketing, sales, and service organizations expect AI to boost productivity and profitability, many are also failing to see a sizable return on investment. According to a Boston Consulting Group analysis, enterprises that fail to adopt AI risk falling behind the competition, as AI adoption is a key attribute that will help future-ready companies withstand disruptions and drive innovation.

Boston Consulting Group surveyed 900 executives from a range of industries and organizations of varying sizes — revealing that many leaders feel conflicted when it comes to using GenAI to enhance marketing, sales, and service functions: While 90% of leaders see GenAI’s transformative potential, believing it will play an “important...

About the Authors

Bryan Gauch, Phillip Anderson, Nick Schneider, Tyler Eline, and Matt Ross are professionals at Boston Consulting Group.

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