人工智能销售与营销革命：迈向2028年的指南

In an era marked by rapid advancementsin technology, AI stands at the forefront of Table of contents Strategic challenges in AI adoptionThe winning blueprint for sales and marketing inthe age of AIReinventing customer experience in the age of AI4612 Strategic challengesin AI adoption Generative and agentic AI are fundamentallytransforming the way businesses engage with theircustomers, creating a revolutionary opportunity to 70% OF AI-MATURE ORGANIZATIONS PRIORITIZE CUSTOMER EXPERIENCE WHEN SELECTINGAI INITIATIVES. Sales and marketing leaders navigating AItransformation face a range of challengesthat can hinder or slow down the rapid In today’s market, where consumers expecthyper-personalized and seamless interactions,brands must go beyond traditionalengagement methods. They need to create Data privacy and security concerns loomlarge, particularly as regulatory frameworkstighten and customers demand greatertransparency in how their data is beingused. Equally pressing is the talent gap,with organizations struggling to find skilled Moreover, the competitive landscape is rapidlyevolving. Companies across all industries arenow integrating AI into their core strategiesand using it to redefine customer service,marketing, and sales. With the rise of largelanguage models (LLMs), falling behind in AIintegration puts companies at risk of losingrelevance to more AI-augmented competitors. These hurdles are compounded by high costsand uncertain return on investment (ROI),making it difficult for leaders to justify large-scale investments. Ethical concerns, potentialbiases, and AI hallucinations introduceadditional risks, while the lack of clearregulatory guidance leaves organizationsnavigating gray areas. As the AI ecosystem is DATA, SKILLED TALENT, AND INTEGRATION WITH LEGACY SYSTEMS ARE THE KEY CONCERNSOF SALES AND MARKETING LEADERS REGARDING THE ADOPTION OF AI TECHNOLOGIES. Sales and marketing leaders are at theforefront of this shift. According to ourresearch involving 700 C-suite executives,170% of AI-mature organizations prioritizecustomer experience as the top investmentcriterion for AI-driven initiatives. For CMOs To overcome these barriers and succeed,organizations must move beyond fragmentedefforts. Fundamental AI transformationrequires a comprehensive, logical, and well-structured roadmap grounded in a customer-centric strategy. That means reimaginingoperating models, automating core processes, Recent technological breakthroughs,particularly in GenAI, have enabledbusinesses to achieve levels of personalizationand efficiency previously thought impossible.According to our research, 82% of sales andmarketing leaders believe GenAI will have a The winning blueprint forsales and marketing in theage of AI Sales, marketing, and customer care leadersmust aim to meet new efficiency standardswithin their functions. Companies at theforefront of AI-led transformations are ontrack to establish an operating model thatcould become the industry standard by 2028. Ultimately, the ambition in process redesignis not just efficiency but adaptability—the ability to pivot processes quickly andstrategically as AI capabilities advance andcustomer expectations evolve. The maturityof GenAI adoption in these processes will AI transformation is not fragmented intoisolated projects but positioned as a holistic, Process redesign: Buildingdynamic and intelligent sales andmarketing workflows The redesign of core processes is theengine driving AI-driven transformation inmarketing, sales, and customer management.Processes and tasks can be classified intothree categories: augmentation, partialautomation, and full automation. In sales,augmented seller models—such as thoseembedded in Salesforce solutions—utilize AItools like predictive analytics and visualized Organization and governance:Toward unified customer-focusedoperations While current frontrunners are halfway tosuch an operating model, many are still inthe early stages of AI adoption. For thesecompanies, catching up with the leadingmodels is a crucial first step. Meanwhile, themost advanced companies should continue Driving an AI-driven transformation in theorganizational structure and governanceof marketing and sales requires a shiftfrom siloed departments to an integrated,customer-centric model. By breaking downboundaries between marketing, sales, andcustomer service, companies can create aseamless continuum of activities focused on Strategic vision: Establishinga bold but realistic path for AIintegration Sales and marketing leaders must reimaginetheir strategic vision, aligning it not only withoverarching organizational goals but alsowith the rapid evolution of AI capabilities andcustomer expectations. The long-term goalshould be to achieve fully customer-centricoperations driven by intelligent, real-time Redesigning processes with AI requires ashift from traditional, static workflows todynamic, customer-driven systems that canadapt to real-time data and insights