【麦肯锡】2025生成式AI助力B2B业务盈利增长研究报告七大用例_12页_451kb

报告摘要

Summary of B2B Growth through Generative AI

Introduction

Generative AI (Gen AI) can enhance profitable B2B sales growth by boosting revenue, improving productivity, and streamlining internal processes. According to McKinsey's B2B Pulse Survey, 19% of B2B decision-makers are already implementing Gen AI use cases, with many more planning to.

Seven Use Cases

Next-best opportunity: Gen AI processes multiple data sources to prioritize leads and recommend actions.
Next-best action: Provides prescriptive guidance for sellers on optimal next steps.
Meeting support: Synthesizes customer information for efficient meeting prep and decision-making.
Request for Proposal (RFP) responses: Accelerates response times and improves accuracy and consistency.
Smart pricing: Optimizes pricing models to reduce discount variance and align with strategic goals.
Smart research assistant: Enables quick fact-finding and research during customer interactions.
Smart coach: Offers data-driven insights and targeted coaching to improve seller performance.

Key Findings and Benefits

Gen AI drives immediate impacts, such as reducing preparation time, increasing conversion rates, and cutting costs.
Industries like construction, healthcare, and insurance report high enthusiasm and measurable outcomes.
Case studies demonstrate benefits including increased pipelines, higher click-through rates, and improved RFP response efficiency.

Five Key Lessons for Implementation

Start with the problem: Focus on business challenges before selecting technology.
Keep the seller at the center: Design solutions for user needs and ease of adoption.
Buy easy solutions and build for advantage: Combine off-the-shelf tools with custom development for competitive edge.
Balance immediate impact with lasting capabilities: Maintain a clear AI strategy and invest in infrastructure and talent.
Invest in seller adoption: Use agile methods, change management, and training to ensure widespread use.

Conclusion

Gen AI has significant potential to transform B2B sales, leading to outsized growth and innovative approaches. Leading organizations are scaling these capabilities, with future innovation focused on autonomous agents for even greater impact.

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