Spain’s investment in artificial intelligence

Actualidad July 6, 2023

It’s no surprise to anyone that artificial intelligence is the technology of the year 2023. The ChatGPT explosion was its way of peeking in and conquering the user space. However, companies are one step ahead and invested in it before the boom.

In this Befree blog post we collect and comment on data from a report published by HubSpot. It’s detailed the Spain’s investment in artificial intelligence, figures and data.

The impact of Artificial Intelligence on sales productivity

HubSpot has conducted a study entitled ‘Artificial intelligence and its impact on business productivity’. Opinions were gathered from approximately 250 sales professionals in Spain, with the aim of examining their current situation in the country.

One of the key findings of the study highlights the crucial role that technology plays and will continue to play in sales, teams and the way they carry out their work. 89% of Spanish sales professionals use automation in customer analysis, while only 11% use no automation at all, relying exclusively on manual methods of research and contact.

Among the main reasons for the growing adoption of technology in companies is the associated increase in productivity levels. Among those already using AI in their jobs, 51% report saving between 1 and 3 hours per day, while 29% report saving between 3 and 6 hours.

The role of Artificial Intelligence in sales growth

Not surprisingly, 67% of Spanish companies have invested in AI tools. 88% of respondents consider that AI plays an important role in their daily work, highlighting personalization in contact with customers and prospects, mentioned by 22%.

In addition, for 21%, AI tools also help to obtain higher quality leads and build more effective relationships. As a result, 86% of respondents say they have achieved more sales thanks to this type of tool.

Conquering customers: Challenges and connections in sales

The biggest challenge facing the sales departments of Spanish companies is the difficulty in obtaining potential customers. In addition, rising expenses and declining business efficiency and productivity also represent a significant challenge.

For 41% of respondents, establishing personal and human connections during the sales process is the most critical aspect of their job. Some 19% believe that increasing the time spent on sales activities and adopting new technologies could help.

Direct interaction with customers and prospects takes up most of the work time of sales teams, according to 48% of respondents. This is followed by activities directly related to sales, such as advanced analytics and negotiations, with 37% of participants.

In terms of challenges, staying up-to-date on the latest trends and changes in the industry (17%) and aligning sales training with overall business objectives (15%) are key concerns for professionals. Personalization is also fundamental, and 80% of Spanish professionals use it recurrently in their contact techniques.

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