The B2B market is at a turning point. The arrival of 2026 brings new demands: artificial intelligence applied to the commercial process, integrated data for strategic decisions, an increasingly sophisticated digital experience and a repositioning of the role of managers and salespeople.
As modern B2B buyers use multiple digital channels to interact with sellers, up to 10 or more digital channels per buying journey, the transition to digital journeys is reaching sales processes. It also indicates a reorganization of business strategies in B2B, with companies reviewing processes, structures and consumer relationship models.
The growing impact of artificial intelligence
A study from consulting firm McKinsey shows that generative AI and other technologies have the potential to automate work activities that currently consume 60% to 70% of company employees’ time. Another research, from OpenAI (creator of ChatGPT), shows an impact of 40 to 60 minutes saved per working day thanks to the use of Generative Artificial Intelligence.
For Matheus Pagani, CEO of Ploomes and sales technology specialist, this shows how AI is strengthening itself as an additional assistant in sales, increasingly strengthening the strategic role of the sales team.
“In 2026, we will see AI consolidate as a strategic support, indicating priorities, generating more precise forecasts and personalizing communication on a large scale. But it is essential to understand,” affirms the executive.
Vending Machines from the Fastest Growing Companies
Companies that embrace AI and use automation and analytics in a structured way are able to save time in the back office and increase salespeople’s time in sales conversations. However, adopting AI and automation requires not only technology, but also a data culture, integrated management, well-defined processes and collaboration across domains to drive real value.
“Many companies are still in pilot or isolated use phases, which compromises results. It is not enough to automate isolated steps,” according to Matheus Pagani, CEO of Ploomes. For the executive, integration is fundamental.
“It’s not enough to automate isolated steps. It’s necessary to align marketing, sales and after-sales with connected data. The fastest-growing companies already operate with multidisciplinary teams, shared goals and a complete focus on revenue,” he says.
The role of the manager of the future
These new skill sets are also required of the manager, who begins to differentiate himself by correctly interpreting data and using information on a daily basis to connect business problems with the possibilities offered by technology, as McKinsey also highlights. This transformation of leadership profiles is a point highlighted by Pagani as being critical to the success of AI in sales. For the Ploomes manager, change definitely begins with business leaders.
“The manager of the future is less of a results seeker and more of an orchestrator of resources. He leads data-driven teams, drives technology adoption, and ensures strategy is lived from planning to execution,” says Pagani.
The executive also highlights changes in the profile of sellers and buyers.
“The seller of the future needs a business consultant, who interprets data and builds trust. The buyer of the future arrives more informed, more demanding and less patient with empty words. Only those who provide value from the first contact survive,” adds the CEO of Ploomes.
Ploomes is a CRM company, specialist in B2B sales, offering solutions for commercial management, process automation, proposal generation and integration with ERPs. With a focus on simplifying the work of managers and salespeople, Ploomes serves industries, technology and service businesses across the country.
About The Author
