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The way B2B buyers purchase is changing fundamentally. Buyers are better informed, use increasingly more digital channels, and more often decide for themselves when and with whom they want contact. Recent research introduces a new concept for this: Holistic Selling.
There are many questions about the role of AI in sales. This is understandable, as it is a new phenomenon and we still know very little about it. However, there is a substantial amount of scientific research on the role of HI (Human Intelligence) in sales. What are the key takeaways that managers can learn from this research? To find out, we looked at studies published in the leading Journal of Marketing.
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