AI currently is a big deal in B2B marketing, sales, and service.
Companies everywhere are pouring in cash, launching pilot projects, and betting big that AI—especially GenAI—will revolutionize how these teams work in the coming years.
But here’s the kicker: a lot of early adopters aren’t seeing the payoff they hoped for.
In fact, nearly half of them are either meh about their GenAI strategy or admit they don’t really have one yet. That’s according to recent research by LBS.
Quick wins like automating small tasks are a decent way to dip your toes in, but if you want to see AI work some real magic, you’ve got to think bigger.
It’s about reimagining how marketing, sales, and service operate—and using AI to craft bold, innovative experiences that blow customers away.
The State of GenAI: What’s Happening Now in B2B
AI is the new MVP for businesses, and GenAI is stealing the show.
Many companies are already reaping the rewards: streamlined operations, happier customers, and bigger revenue.
HBS research backs this up, showing GenAI can deliver 40% better quality work and 25% faster output. This means companies dragging their feet on AI risk falling behind—being AI-savvy is a key trait that separates the winners from the rest.
But let’s not sugarcoat it—there’s a gap between expectations and execution in B2B marketing, sales, and service.
Although most B2B leaders see GenAI as a game-changer, they’re still figuring out how to use it effectively. Recent successful cases for GenAI in B2B are limited to:
Marketing content generation.
Sales email creation.
Automated customer service chat.
While leaders are eager to invest more, the majority actually feel shaky about their strategy.
That’s not surprising, considering the roadblocks they’ve identified: messy data, unclear starting points, security concerns, and tricky integrations with existing systems.
And here’s a fun fact (or maybe not so fun?): Most leaders aren’t exactly AI power users themselves. Over half either dabble with GenAI or don’t use it daily.
So, What’s the Fix?
If you’re just using AI to automate a few tasks, you’re leaving a ton of potential on the table.
To get real value, companies need to be bold. Think: reworking how entire teams operate and crafting new, standout customer experiences from scratch.
That’s where the following 4-step Bold GenAI game plan comes in.
Step 1: Dream Big with AI
First, set a unified AI ambition. This is the North Star for your marketing, sales, and service teams—a shared vision that aligns efforts across the board.
Ask yourself: What are the biggest challenges holding us back? What do we need to fix to unlock value? For example, if drafting RFPs is taking too long, prioritize creating an AI system to crank out proposals in record time.
Once you’ve nailed down the “what,” figure out the “how.”
How will you need to engage customers, partners, or employees differently to achieve these goals? And how big are the changes you’ll need to make?
Finally, set clear expectations for investment and impact. This gives everyone a roadmap and ensures accountability.
Step 2: Reshape Your B2B Operating Model
With your big AI ambition set, it’s time to make it real. That means rethinking how marketing, sales, and service operate day-to-day.
Here’s what to focus on:
Data is king. Good AI needs good data. Get your house in order with solid data governance, ensuring everything is accurate and trustworthy. Then, create a shared database across all functions to break down silos and unlock game-changing insights.
The right tools for the job. Combine GenAI with other types of AI (like predictive or automation AI) to cover all the bases. For instance, GenAI can handle creative tasks, while predictive AI excels at number-crunching.
People matter. Train your teams to embrace AI, focus on usability, and create tools that people actually want to use.
We’ve already seen early adopters crush it.
Marketers are producing content three times faster and slashing costs by 70%.
Sales teams are responding to RFPs in record time.
These aren’t just efficiency wins—they’re changing the skillsets teams need to succeed.
Step 3: Implement the GenAI Initiatives
This is where things get exciting. AI can help you create entirely new customer experiences, like:
Hyper-personalized marketing. Imagine an AI system that tailors offers to individual customers in real-time, using data from a quick chatbot chat.
Smarter sales assistants. AI could handle routine tasks like pricing deals, drafting presentations, and updating CRMs, freeing up sales reps to focus on closing deals.
Automated service. Think of an AI helpdesk that solves password reset issues before a human even needs to get involved.
Step 4: Win with the People
Here’s the thing: AI transformations aren’t just about tech. People resistance explains 70% of the reason why GenAI projects aren't successful.
Leaders need to:
Be the change. If you’re not using AI yourself, why would your team? Lead by example and get involved in the process.
Help people adapt. Explain how AI will impact their jobs and give them the tools and training to thrive. Use gamification and incentives to make learning fun.
Use AI to teach AI. Embed AI into daily workflows to create a ripple effect of learning and innovation.
Conclusion
The bottom line: incremental improvements are fine, but if you want to truly unlock the power of AI, you’ve got to think bigger.
By following the 4-step Game Plan outlined above, you won’t just keep up—you’ll lead the way.
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