Written by Dan Agbo
Artificial Intelligence is revolutionizing B2B sales, transitioning from standard scripts and cold calls to data-driven, personalized customer engagement. According to McKinsey, this transformation through AI implementation could boost global productivity in sales by up to $660 billion annually through task automation, data analytics, and personalized client offerings. Companies are actively investing in AI solutions and adapting their sales strategies to the new digital reality.
Today, AI fundamentally changes how businesses interact with their clients, making sales more predictable and efficient. Demand forecasting, personalized recommendations, and automated sales processes are becoming the new norm in B2B relationships. For instance, Salesforce is developing the AI platform Einstein GPT, which can analyze vast amounts of data to generate tailored proposals for specific clients.
However, successful integration of AI requires more than just implementing new tools, notes Elina Shtanchaeva, a B2B sales expert and business coach with over 10 years of experience in international project management. Her expertise was built through leading large-scale projects, such as she did in AdoTube, where she collaborated with major brands like Toyota, Sony, and others. She worked with global advertising agencies such as BBDO GROUP and Twiga, gaining valuable insights into international client engagement. At Zoon.ru, she built and trained a sales team that successfully expanded into Indian and other international markets. Her innovative practices in personnel and sales management earned her recognition as a jury member of the HR & Management Award. But her message to today’s sales professionals remains clear: those who don't adapt to working with AI analytics might become obsolete within the next couple of years.
AI’s Impact on Sales: Personalization and Speed
Previously, B2B sales relied on mass email campaigns and cold calls. Today, companies leverage AI-powered systems to deeply segment customers and create personalized engagement strategies. AI tools analyze customer interactions across all touchpoints — product views, email opens, and inquiries — allowing businesses to craft highly targeted offers that significantly boost conversion rates.
"Modern customers expect a personalized approach and no longer respond to standard scripts," Shtanchaeva emphasizes. "AI should not only automate processes but also help sales professionals understand real customer needs and foster personalized communication."
The Sales Team of the Future: Analysts, Not Just Managers
AI is transforming not only sales processes but also the role of sales managers. Future B2B professionals won’t just “close deals” — they will analyze data, develop strategies based on AI insights, and maximize customer engagement through intelligent automation.
"If your sales managers aren’t working with analytics, they might become obsolete within the next couple of years," warns Shtanchaeva. "Today, it’s not enough to be a great salesperson — you must understand how technology enhances efficiency. Companies must invest not only in tools but also in training their employees."
Under Elina’s leadership, corporate training programs such as “Final Push” and “Big Deals” were developed and later adopted as mandatory learning modules by multiple companies. She is currently preparing a sales training manual based on her practical experience with AI-powered tools. Her methodologies have already helped numerous businesses increase sales performance by 30% or more within the first month of implementation.
Additionally, Shtanchaeva has actively contributed as a mentor in business accelerators, guiding startups in building effective sales and team management strategies. One of her key success stories included mentoring the international nonprofit project Tooba, where she applied tracker methodologies to sales development. Under her guidance, the project implemented structured systems for goal setting, performance tracking, and process optimization. This not only improved operational efficiency but also equipped the team with practical skills to support long-term growth.
Conclusion
Industry leaders see the future of B2B sales in the synergy between AI and human expertise. Companies that effectively integrate technology while upskilling their workforce gain a substantial competitive edge.
"Technology works for us only when we understand how to use it wisely," Shtanchaeva concludes. "AI should empower, not replace, sales professionals. The true art of sales lies in combining analytics, adaptability, and personalized customer engagement. Companies that master this balance will thrive in the digital era."
