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Paper Number
2105
Paper Type
Completed
Description
This paper addresses the growing prominence of Artificial Intelligence in B2B software investing and the pressing need for effective AI implementation. Despite the immense potential, evidence shows that most AI initiatives fail. To bridge this gap, this study introduces a B2B sales AI maturity model, leveraging the structured framework of maturity models to help firms prepare for AI adoption. Drawing from the Design Science Research process, the study elaborates on the development of the maturity model through iterative stages, encompassing, for example, a literature review, expert interviews, and case studies. The goal is to enable firms to assess their AI implementation maturity and identify areas for enhancement to effectively integrate AI into their sales functions. The paper highlights the need for a robust framework tailored to AI in B2B sales and highlights the contributions and potential impact of the research on reshaping B2B sales practices in the AI era.
Recommended Citation
Voss, Marleen and Knickrehm, Charlotte, "Empirically Grounded Development of a Maturity Model for AI in B2B Sales" (2023). ICIS 2023 Proceedings. 1.
https://aisel.aisnet.org/icis2023/practitioner/practitioner/1
Empirically Grounded Development of a Maturity Model for AI in B2B Sales
This paper addresses the growing prominence of Artificial Intelligence in B2B software investing and the pressing need for effective AI implementation. Despite the immense potential, evidence shows that most AI initiatives fail. To bridge this gap, this study introduces a B2B sales AI maturity model, leveraging the structured framework of maturity models to help firms prepare for AI adoption. Drawing from the Design Science Research process, the study elaborates on the development of the maturity model through iterative stages, encompassing, for example, a literature review, expert interviews, and case studies. The goal is to enable firms to assess their AI implementation maturity and identify areas for enhancement to effectively integrate AI into their sales functions. The paper highlights the need for a robust framework tailored to AI in B2B sales and highlights the contributions and potential impact of the research on reshaping B2B sales practices in the AI era.
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23-Practitioner