B2B leaders are accustomed to using technology to help them achieve profitable growth. Lately they've been looking at a technology that has the potential to accelerate sales transformations across the entire seller journey'gen AI. Gen AI can help drive outsized, profitable growth by boosting revenue generation, increasing sales productivity, and streamlining internal processes. These leaders believe the potential is great. According to McKinsey's latest B2B Pulse Survey of B2B decision-makers, 19 percent of respondents are already implementing gen AI use cases for B2B buying and selling, and another 23 percent are in the process of doing so. That's promising. However, the flip side is that most B2B leaders have yet to embrace gen AI or even engage with it. A few leaders tell us they are unsure where the benefits would come from and whether the business impact justifies the investment. Some feel overwhelmed by the abundance of ideas and seek advice on what to prioritize. In this...
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