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B2B Sales in the Age of Digitalization and AI

Aalto University via Aalto University Executive Education

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This course explores modern B2B sales in a digitalised environment, covering the buyer journey, sales methodologies, pipeline and performance management, and the use of AI and CRM in sales processes.

Syllabus

Learning Outcomes

After completing, participants are able to:

Describe how digitalization has transformed B2B buying and selling processes

Compare modern sales methodologies and explain when each is most suitable

Understand the role of CRM and pipeline management in a structured sales process

Recognize how AI can support prospecting, personalization, and sales intelligence

Content and Schedule

The course consists of four modules. Learning is based on video lectures with slides, a glossary of key concepts, and optional further reading. Your skills are tested through knowledge checks and applied case studies.

The modules are

How buying and selling have evolved
Choosing the right approach for the situation
The systematic backbone of modern sales
The future of B2B sales in a digital environment

For Whom?

This course explores how modern B2B sales models are evolving in response to changing buyer behavior and digital tools. Across four modules, participants progress from understanding the modern buyer journey and sales methodologies, to managing pipelines and sales metrics, to applying AI in sales processes, and finally to navigating professional purchasing in today's digital environment.

The course is designed for sales professionals, commercial leaders, and anyone working with B2B customers.