Kamal Kanth Discusses the Impact of Artificial Intelligence in Sales

AI is changing India's selling landscape faster than any other. Artificial intelligence, especially with growing competition and shifting customer expectations, is coming up fast to be the unmatched driver of growth and efficiency for businesses. In this conversation, we have Kamal Kanth, AVP Sales at Salesforce, who delves deeper into the intricacies of the impact that AI has on the Indian sales ecosystem. From security considerations to sales productivity, Kanth provides umpteen insights on how businesses can equip themselves using AI for an added advantage in today's marketplace.

Let us discuss some of the ways in which Artificial Intelligence in sales happen in India

How is AI transforming the sales landscape in India according to recent reports?

Kamal Kanth: AI is becoming indispensable in the sales landscape in India. Customers are increasingly exposed to AI at a consumer level, which raises their expectations. They now anticipate that salespeople will approach them with a deep understanding of their needs, past interactions, and potential business challenges. This requires sales professionals to be more prepared, with detailed knowledge of the customer’s industry, their history with the company, and the specific value propositions that can address their current needs.

Organizations are also realizing the importance of capturing all customer data in their internal systems, rather than relying on salespeople's personal records. This ensures continuity if a salesperson leaves and allows new hires to get up to speed quickly. AI facilitates this by centralizing data and providing insights that help sales teams engage customers more intelligently and efficiently.

How does the focus of AI adoption in India compare to other major markets?

Kamal Kanth: In India, AI adoption is widespread, with about 89-90% of companies using generative AI for tasks like drafting emails, sending messages, and preparing briefs for customer interactions. However, there are still concerns around data security, particularly regarding whether AI engines might extract sensitive company data to external platforms. CIOs are investing significant effort in addressing these security concerns by implementing strong trust layers and security measures.

Another area where AI is making strides in India is in improving data quality and accuracy. Unlike more mature markets, where companies have already solved these issues and moved on to more advanced applications, Indian companies are still focused on ensuring that the data they rely on is accurate and reliable. This is crucial in a dynamic market like India, where new companies are constantly emerging, and existing ones are rapidly evolving.

What steps is Salesforce taking to address security concerns and build trust among Indian sales teams? Could you provide an example of how a Salesforce customer in India is leveraging AI?

Kamal Kanth: Salesforce addresses these concerns through our AI product, protected by the Einstein Trust Layer. This layer ensures that your company’s data is securely handled, clearly distinguishing what data remains within your system and what might interact with the broader public cloud. The Einstein Trust Layer also supports features like conversational AI, predictive capabilities, and seamless transactional support, ensuring relevant and secure interactions.

For example, an edtech company using Salesforce can leverage AI to personalize the learning experience for their students. If a student wants to advance their knowledge in finance, Salesforce AI can curate relevant training programs based on the student's past interactions and progress. This not only enhances the student’s learning experience but also helps the sales or service team to save time, as they have all the necessary data at their fingertips, allowing them to focus on providing high-quality customer service.

Beyond data quality and accuracy, how is AI improving sales productivity for teams in India?

Kamal Kanth: AI significantly enhances productivity by identifying "white spaces"—opportunities that might otherwise go unnoticed. In any organization, sales teams tend to focus on a small percentage of their prospects, while the majority remain idle. AI helps by analyzing data and interactions to highlight which of these prospects have a high propensity to buy. It then suggests the next best actions to move these opportunities forward, based on insights drawn from similar successful deals.

This capability reduces the time salespeople spend on data gathering and analysis, allowing them to focus on high-value activities. It also minimizes human error, providing unemotional, data-driven guidance tailored to each unique opportunity.

Given the high turnover rate in India, how can AI play a role in employee engagement and development?

Kamal Kanth: AI can play a crucial role in employee engagement by helping salespeople succeed, which is a key factor in retention. Success breeds success, and AI assists salespeople by providing insights and guidance that help them close deals more effectively. This, in turn, boosts their confidence and job satisfaction.

AI also helps managers become better leaders by offering insights into team performance and individual strengths. For example, some salespeople might excel at opening doors, while others are better at closing deals or building comprehensive solutions. AI can help managers identify these strengths and tailor training and support accordingly. Additionally, AI can help salespeople visualize their potential earnings based on different actions, providing motivation and a clear path to success.

Which industries in India are seeing more advanced AI adoption in sales?

Kamal Kanth: Financial services lead the way in AI adoption, especially in areas like credit card sales and loan offerings. These companies have large volumes of data and complex sales processes, making them ideal candidates for AI-driven solutions.

IT services and B2B organizations are also significant adopters, as they need to deeply understand the needs of other businesses they sell to. Retail and consumer goods sectors are rapidly integrating AI into their platforms, with AI-driven recommendations and personalized customer interactions becoming standard. Pharma is another area where AI is making inroads, helping medical representatives manage interactions with doctors, track inventory, and promote specialized products.

Overall, AI is penetrating nearly every industry in India, helping companies streamline their sales processes and deliver more personalized experiences to their customers.