COB professor leads study on AI impact on B2B sales

A glowing sphere labeled “AI” floating above an outstretched hand against a dark, starry background.

Sales professionals who integrated generative AI (GenAI) into their sales processes reported higher sales effectiveness, administrative efficiency and sales performance, according to a recent study authored by ECU COB professor Dr. Michael Rodriguez, interim director of the Twilley Academy of Sales Leadership. The peer-reviewed article is published in the Journal of Business & Industrial Marketing and Rodriguez said it provides the first empirical evidence that GenAI significantly improves the sales process, administrative efficiency and overall sales performance within business-to-business (B2B) organizations.

“Our findings reveal that generative AI is not just another productivity tool – it’s redefining how salespeople engage customers, manage time and perform,” Rodriguez said. “However, success depends less on individual tech confidence and more on leadership’s ability to champion and integrate AI into the sales culture.”

The study, led by Rodriguez and co-authored by Dr. Dawn R. Deeter-Schmelz and Dr. Michael T. Krush of Kansas State University, offers insights into how GenAI adoption transforms modern sales organizations. The authors recommend investing in GenAI-driven sales enablement to automate low-value tasks, model AI usage during meetings and coaching sessions and incorporate GenAI training into onboarding and sales development programs. They view GenAI not as a standalone tool, but as an integrative layer, enhancing existing CRM and sales technology ecosystems.

The study surveyed over 160 B2B sales professionals from a health care company actively using GenAI in their sales process. Drawing on the Technology Acceptance Model (TAM), the researchers analyzed the interplay between management support, technology self-efficacy and GenAI adoption using Partial Least Squares (PLS) modeling. The results confirmed that Generative AI technology is reshaping sales organizations, enhancing not only operational efficiency but also strategic decision-making and customer engagement.