Percorrer por autor "Brengel, Tobias"
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- The impact of machine learning on the efficiency of the B2B sales service in pharmaceutical companiesPublication . Brengel, Tobias; Pinho, André de AlmeidaThe explanatory study examines the possible value of Machine Learning in the B2B sales process in pharmaceutical companies. Sales representatives accounting for a wide range of activities, suffering from time consuming and repetitive tasks. This study investigates the potential of Machine Learning applications for B2B sales in order to facilitate sales representative’s daily tasks and enhance the entire sales process. The results have been obtained through qualitative research based on 8 interviews with AI-experts, pharma consultants and sales representatives as well as secondary data in form of academic articles and reports. The findings reveal that, compared to other departments, ML-applications in B2B sales are less applied at the current stage, but mostly in the customer service process. The interviews have shown that the usage of ML-applications is possible within all steps of the sales process and enhances its overall efficiency and effectivity in terms of time, costs and quality. Furthermore, tasks which increase the efficiency of the sales department through ML applications are outlined. By applying ML within the B2B sales process, the daily work of sales representatives can be facilitated, which ultimately could not only have a positive impact on customer satisfaction, but also on employee commitment leading to competitive advantage in the price intense environment of the pharmaceutical industry.