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The Future of B2B Sales: How Growth Champions Rewire Their Playbooks with AI

The Future of B2B Sales: How Growth Champions Rewire Their Playbooks with AI

The Future of B2B Sales: How Growth Champions Rewire Their Playbooks with AI

McKinsey & Company

McKinsey argues that B2B companies will capture the greatest value from AI not by simply deploying more tools, but by redesigning end-to-end sales workflows around agentic AI. Growth leaders are using AI to identify and prioritize opportunities, optimize go-to-market coverage and pricing, personalize account strategies, and improve seller performance. Agents can handle research, analysis, drafting, and administrative tasks while sellers focus on relationships, judgment, and problem-solving. Success requires strong data, human oversight, redesigned roles, change management, and clear links between AI adoption and business outcomes. The result can be faster growth, greater seller productivity, better customer experiences, and lower costs.

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