116 FEATURE with sales Transforming B2B Equipping B2B sales teams with AI tools can significantly improve how they operate and engage with customers, but it can also bring challenges. Microsoft’s Mike Edmonds discusses how retail and consumer goods companies can overcome these barriers to achieve success BY AMBER HICKMAN While business-to-business (B2B) and business-to-consumer (B2C) sales models share similarities in their focus on customer needs, marketing-sales alignment and data driven strategies, they diverge significantly in execution and audience engagement. B2B sales cycles are typically longer, engaging multiple stakeholders and involving detailed evaluations of business needs, while B2C sales models are characterised by shorter, more emotional and impulsive decision-making processes that target individual customers. However, both B2B and B2C retail are transforming significantly with the introduction of ever-advancing technologies such as AI. “There is a growing emphasis to provide a seamless and personalised experience to B2B customers,” says Mike Edmonds, senior strategy director for the worldwide retail and consumer goods industry team at Microsoft.“With AI, B2B sales teams have the opportunity to deliver highly personalised experiences by analysing customer data and predicting their needs.” Changing customer expectations have also been a key influence on industry transformation following the emergence of AI. McKinsey & Company’s 2024 B2B Pulse Survey, for example, reports that B2B customers are now shifting towards consumer-like purchasing behaviour and demanding a more sophisticated buying experience. AI also has the potential to optimise sales processes by automating repetitive tasks such as data entry, lead scoring, follow-up communications and engaging customers directly. This allows B2B sales teams to shift from focusing on transactions to prioritising strategic activities to improve customer engagement. For example, new sales agents accessible in Microsoft 365 Copilot streamline the sales process by converting contacts into leads and providing actionable insights from various data sources. Sales Agent and Sales Chat empower sales representatives to focus more on selling rather AI
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