销售人员使用生成式AI趋势报告 Trends in Generative Al for Sales

FOR

TRENDSINGENERATIVEAIFORSALES2

SALESFORCERESEARCH

ResearchMethodology

Salesforceconductedasurveyon

generativeAIinpartnershipwithYouGovfromMay18–25,2023.Itincludedmorethan4,135full-timeemployeesacross

sales,service,marketing,andcommerce.

Thedatainthisguidereflectsresponses

from1,036full-timesalesprofessionals,

representingcompaniesofavarietyof

sizesandsectorsintheUnitedStates,

UnitedKingdom,andAustralia.Thesurveytookplaceonline.ThefigureshavebeenweightedandarerepresentativeofallU.S.,U.K.,andAustralianfull-timeemployees

overtheageof18.

1,036salesprofessionalsfrom3countries

SALESFORCERESEARCHTRENDSINGENERATIVEAIFORSALES3

TableofContents

Foreword04

01|GenerativeAIisHelpingTeamsSellFasterandMore05

02|SalesTeamsFeelUnpreparedforGenerativeAI06

03|BuildingTrust:SellersWantOversightandSecureData07

04|BuildingSkills:SellersWantTrainingandOpportunities 08

MoreAIResourcesforSalesTeams09

SALESFORCERESEARCH

Foreword

JenniferLagaly

EVP,Sales,Salesforce

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You’veprobablyheardalotaboutgenerativeAIbynow.

You’veprobablyeventriedusingitforbasictaskslikewriting

emails,onlytogetbackgenericcopywithquestionableaccuracy.Notveryrevolutionary.

ImagineusinggenerativeAIthatpullsnotjustfrompublic

databases,butfromcustomerdatayoucantrust.Thistoolcanseethatacustomerjustbrowsedyourwebsiteandlaunchedanew

product.Thenitcancreateasalesstrategyforyourteamthat’sso

relevantandpersonal,itmakesjuniorsellersaseffectiveastopreps.

Nowthat’sagamechanger.AtSalesforce,we’vemadethis

dreampossible.WeseegenerativeAIasthetechnologyofourlifetime.AndwewanttohelpyoudifferentiateyourselfandyourcompanybysupersizingyourskillswithgenerativeAI.

Here’show.ThefirstwaveofgenerativeAIwillcomeoverthe

nextyearortwo.Duringthisfirstpartoftheinnovationcycle,theadvantagewillgototheearlyadopters.Myadvice?Getinnovative,actwithurgency,anduseit.

Then,therewillbeasecondwaveofgenerativeAI,asitsuse

becomeswidespreadandsustainable.That’swhentheadvantagewillgotothecompanieswiththecleanestcustomerdata.My

advice?Don’twaittotoshoreupyourdata.

Togetyoustarted,thisreportshedslightonhowmorethan1,000sellersareexperimentingwithgenerativeAI.You’lllearnhow

they’reovercomingskillsandtrusthurdles.You’llgetinsightsfor

catchingthefirstwaveofgenerativeAIwithnewtools.Andyou’lllearntheimportanceofcleaningandsecuringyourcustomerdatatousethistechnologyeffectivelylong-term.

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SALESFORCERESEARCH

01

GenerativeAIIsHelping

TeamsSellMore,Faster

SalesprofessionalsalreadyusinggenerativeAIareusingitto:

Overhalfofsalesprofessionalsagreethatgenerative

AIhelpsorwillhelpthemdotheirjobsbetterinseveralways:

82%

74%

71%

68%

68%

Createbasiccontent

Analyzemarketdata

Automatesalescommunications

Createsalesreports

Buildsalesplansandstrategies

•58%ofsalespeopleagreegenerativeAIhelpsorwillhelpthemincreaseproductivity.Theyestimateitsavesorcouldsavethem4.5hoursaweek.

•56%sayithelpsorwillhelpthemincreasesales.

•61%sayithelpsorwillhelpthembetterservecustomers.

SalesprofessionalsarealreadyusinggenerativeAItohelpwithavarietyoftasks,fromresearchingaccountsand

writingprospectingemailstocreatingsalesreportsandbuildingsalesstrategies.

Base:RespondentswhousegenerativeAI

MarcusChan

Salescoachandauthorof“Six-FigureSalesSecrets”

“Thefutureofsalesistoserve,notsell.GenerativeAIgivesusguidancethat’ssopersonalandprecise,we’realwayspresentingthemost

relevantsolutions—nopushingrequired.”

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02

SalesTeamsFeelUnprepared

forGenerativeAI

AboutathirdofsalesprofessionalsarecurrentlyusingorexperimentingwithgenerativeAI.That’smorethaninservicebutlessthaninmarketing.

What’sholdingsalesteamsback?Largely,atrustandskillsgap.

MostsalesprofessionalssaygenerativeAIintroducesnewsecurityrisks,andnearlyhalf(49%)alsothinkgenerativeAIoutputsareinaccurate.

Manyalsofeelunprepared.Only47%saytheyknowhowtogetthemostvalueoutofgenerativeAIatwork.

SalesprofessionalsreportlowgenerativeAIadoptioncomparedtomarketingcounterparts.

Marketing

Sales

35%

20%

Service

24%

15%

Total

CurrentlyusingorexperimentingPlantouse

41%20%

51%22%

Atrustgap:

Askillsgap:

73%

49%

ofsalesprofessionalssaygenerativeAIintroducesnewsecurityrisks.

ofsalesprofessionalssaytheydon’t

knowhowtosafelyusegenerative

AIatwork.

AnitaNielsen

Salesleaderandauthorof“BeatTheBots:HowYourHumanityCanFuture-ProofYourTechSalesCareer”

“Therealityisthatbeingunpreparedisachoice.ThebenefitscomewhenweseeAIasatool,notaterror,andbringitintooursalesmotions.”

SALESFORCERESEARCH

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03

BuildingTrust:SellersWant

OversightandSecureData

Salesprofessionalssaythesearethemoreimportantfactorsfor

usinggenerativeAI:

Humanoversight

Trustedcustomerdata

Enhancedsecuritymeasures

Ethicaluseguidelines

Combinedpublicandprivatedata(e.g.,customerdata)

Toclosethetrustgap,salesprofessionalsprefertokeepahumanintheloopandprotectsensitivedata.

Themajorityofsalesprofessionalssayethical-useguidelinesarecriticalforsuccessfullyusingthistechnology.Mostalsocallforhumanoversighttoverifyitsconclusions,withmorethantwo-thirds(68%)agreeingthatgenerativeAIlackshuman

contextualknowledge.

Salesprofessionalsarealsofocusedondatasecurity,with63%sayingthattheircompany’sdataisnot

properlysetupforgenerativeAI.

ofsalesprofessionalssay

humanoversightisimportantforusinggenerativeAI.

Acallforhumanoversight:

56%

ofsalesprofessionalssayethicaluseguidelinesare

criticalforusinggenerativeAI.

Acallforethicalguidelines:

54%

ScottLeese

SalesleaderandFounder,ScottLeeseConsulting

“BeforewecanexperiencethebenefitsofgenerativeAI,wehavetoknowwecantrustit.Workwithyourtechnicalteamstosafeguardcustomerdataand

monitorresultsforinaccuracyandbias.”

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SALESFORCERESEARCH

63%

TrainingandOpportunities

AsgenerativeAIarrivesatwork,salesprofessionalsare

tornbetweenbetweenfeelingexcitedandunprepared.

Ononehand,salesprofessionalsareconcernedaboutjobsecurity,with39%worryingtheywilllosetheirjobsiftheydon’tlearnhowtousegenerativeAIatwork.

Ontheotherhand,theyseethepotentialofgenerative

AItobringpositivechangetotheirrole:56%ofsales

professionalssaythatgenerativeAIwilltransformtheskillstheyneedatwork.

Eagertolearn,salesprofessionalsarelookingtotheir

companiesforopportunitiestoworkwithgenerativeAI.

04BuildingSkills:SellersWant

ofsalespeopleexpect