Life has been tough for sales people raised on face to face meetings and networking. Yet while some have railed against the lack of personal contact over the past 18 months, digitally empowered individuals have gone from strength to strength, tapping into deep online data and fast video access to prospects to transform the sales process. Digital tools, including AI and cobots, have changed the nature of sales for good. They are supporting sales people by identifying the most likely deals with more accuracy, reducing wasted time and improving conversion. They are defining the most successful approach for each prospect engagement, allowing individuals to move away from a standard, restrictive, sales methodology.

Artificial intelligence (AI) helps modern sales teams better understand customer needs and sell more effectively. The power of machine learning guides teams to make better and more informed decisions. Sales organizations know the benefits of adopting tools powered by machine learning: on average, they use 10 different sales tech tools, with plans to add four more to their repertoire in the next 12 months. As AI evolves, the precision of these tools will only sharpen to make sales planning even more effective. The right tools to build sales reduce tedium, giving salespeople back the critical selling time they need.

A result-oriented sales team is the driving force and a determining factor for the success of any business. Traditional sales methodologies have paved the way for more advanced techniques thanks to rapid technological adoptions. Digital transformation has further enhanced the sales pipeline with the integration of artificial intelligence and machine learning. 'One size fits all' is an oxymoron for something as complex as a Customer Relationship Management (CRM) system. The fit of the CRM needs to be aligned with an organization rather than the other way around.

Artificial intelligence promises to change the way we work and sell both online and offline. But so far, most sales organizations fall short when it comes to the use of AI. When organizations experiment with various sales enablement technologies, they typically don't see a strong return on their investment because, thus far, the tools lack the kind of predictive modeling that actually moves the needle on win rates, deal size, time to close, and revenue. Most companies simply haven't invested in the right data modeling to use AI engines to link sales actions to better outcomes. Across the business-to-business sector of e-commerce, it is much easier today than a few years ago for buyers to shop online for products and complete purchases with little or no involvement from sellers until much later in the process.