Do you think you can win the hearts of your B2B clients only by showcasing your range of products and services?
Probably not.
Today, B2B organizations must focus on creating customer experiences by leveraging salestech. In the B2C arena, companies are already prioritizing enhanced customer relationships — and they’re witnessing growth. But in the B2B space, progress has been slower, so much so that even B2B customers are beginning to notice.
73% of consumers state that a positive customer experience is a key driver of brand loyalty and long-term growth.
Let’s explore the state of B2B customer experience and the factors contributing to the growing customer experience gap.
Understanding the state of B2B sales
B2B sales teams today are equipped with AI-powered tools. These tools analyze calls, surface buyer signals, and generate task lists. However, a recent report reveals that 94% of sellers still prioritize their day manually — despite having advanced tools at their disposal.
Salestech is ever present, but the behavior hasn’t shifted.
That’s where the gap lies. And it’s costing companies more than productivity. It’s eroding the ROI of all tech decision sales leaders make.
According to Gartner, median sales technology spending is expected to exceed $10,000 per seller per year by 2027 as B2B sales organizations shift budgets from headcount to AI and hyper automation. However, 61% of sellers do not trust the recommendations provided by AI.
This disconnect prevents sales teams from realizing the full potential of salestech. AI-powered tools have immense promise — but unless sellers trust the guidance and understand the “why” behind it, these tools will never drive true transformation.
The problem doesn’t lie in salestech capabilities. It lies in entrenched behaviors.
Let’s dive deeper into why cutting-edge SalesTech hasn’t yet translated into better customer experiences.
SalesTech and stalled customer experience
Tech doesn’t change people, your systems do
Rolling out new technology is easy. Embedding it into the organizational workflow is the real challenge. As tech passes through different levels, some individuals experiment with it, others use it just to comply with management, and some never engage at all.
Do you think this inconsistency stems from the tool itself? It doesn’t. It comes from the systems, or lack thereof, supporting that tool. These systems shape the behaviors that sellers buy into.
Take SalesLoft, for example. When they introduced an AI-powered prioritization engine into sellers’ workflows, adoption didn’t happen overnight. Instead, the team showed reps why each AI-generated insight mattered, how it aligned with buyer signals, and how acting on those insights could improve pipeline velocity, deal outcomes, and meeting rates.
SalesTech works only when sellers can draw a clear line between an AI recommendation and a real-world result. With time, trust builds — and behavior changes.
Read More: SalesStarTechStar Interview with Arnaud Lagarde, VP of Sales at ABBYY
Execution isn’t a slogan to die for, it is a system to be inculcated
Execution isn’t just a catchphrase but a disciplined framework built on consistent behavior.
When referring to execution, it’s not about working harder or relying on charm; it’s about creating a system where consistency drives performance.
A well-executed sales process ensures that reps know how to prioritize their time, which buying signals to act on, how to build multi-threaded relationships early, and how to move deals forward with clarity from the first interaction to the final handshake. For managers, this level of discipline builds confidence in the process because success doesn’t hinge on individual talent — it’s structured, scalable, and repeatable.
Sellers do not resist tech, they resist irrelevance
It’s a misconception that sellers are anti-tech. In reality, they resist tools that lack relevance and clarity.
If a system tells them how to engage a prospect without offering context or reasoning, skepticism is natural. Without that trust and insight, reps fall back on instinct.
Gartner predicts that by 2027, 95% of sellers will begin their research workflows with AI, regardless of whether they fully embrace it.
Yet, 43% of sellers still prioritize engagement based on personal judgment rather than objective buyer signals.
The intention behind AI-powered salestech is commendable — but organizations must focus on closing the trust gap before expecting widespread adoption.
Wrapping up
Many sellers resist SalesTech thinking that it may replace them in the future, but such notions needs to be discussed and tamed down by the managers. The managers must explain why AI-powered tech is necessary to convert prospects quickly in the current state of business. More tech doesn’t mean less humans, but more of salestech will turn the current workforce into effective lead generation alchemists.
Customer experience in B2B is no longer a “nice to have.” It’s a competitive differentiator. And bridging the gap between tech investment and real-world behavior is the first step to delivering the kind of experiences modern B2B buyers’ demand.