Global Research in Higher Education ISSN 2576-196X (Print) ISSN 2576-1951 (Online) Vol. 3, No. 1, 2020 www.scholink.org/ojs/index.php/grhe 54 Original Paper Artificial Intelligence and the Sales Process: How to Help Sales Students Develop an Analytics Skill Set Michael Rodriguez 1 * & Stefanie L. Boyer 2 1 Campbell University, Buies Creek, NC, USA 2 Bryant University, Smithfield, RI, USA * Michael Rodriguez, Campbell University, Buies Creek, NC, USA Received: January 18, 2020 Accepted: February 4, 2020 Online Published: February 27, 2020 doi:10.22158/grhe.v3n1p54 URL: http://dx.doi.org/10.22158/grhe.v3n1p54 Abstract The following learning protocol provides an opportunity for professors to help students apply artificial intelligence and analytics in a pipeline management exercise. The activity allows advanced sales students to build a predictive sales model in Salesforce.com’s Einstein Analytics Platform. The following innovation walks the educator through the process of accessing the platform, building a model and analyzing outcomes. The exercise provides the opportunity to improve outcomes and act on sales opportunities, simulating the work environment. The article provides teaching tips for success to help professors stay current in the digital age and prepare students for early career success. Keywords artificial intelligence, analytics, sales, sales process, teaching innovation 1. Introduction The traditional selling landscape continues to evolve now with the integration of technology tools such as CRM, Analytics and Data Visualization. As analytics technology increasingly play a key role in today’s selling process, sales educators need to incorporate topics such as analytics and Artificial Intelligence (AI) into the curriculum. With so much information available on these complex subjects and so little time to absorb it all, how do sales educators help tomorrow’s sales leaders understand and connect with these ever-changing tools? At the National Conference of Sales Management (2019), a teaching innovation was introduced which focused on the fundamentals of AI by integrating Salesforce’s Trailhead in the sales classroom. The session provided an overview of AI and Salesforce Einstein Analytics. Given that students have a foundation of AI, this article provides a hands-on exercise to better understand how AI improves sales www.scholink.org/ojs/index.php/grhe Global Research in Higher Education Vol. 3, No. 1, 2020 55 Published by SCHOLINK INC. professionals’ ability to manage opportunities and predict win rates for potential customers. The module consists of hands-on use of Salesforce.com Einstein Analytics Platform. The exercise can be conducted in one class period (recommended for Advanced Selling course). The module helps students understand the impact of analytics on the sales process and helps sales faculty implement a straightforward exercise to reinforce the importance of technology in today’s selling environment. The Need, Usefulness and Uniqueness of Sales Analytics Analytics and Artificial Intelligence (AI) are among the top trends in data and analytics that have significant disruptive potential over the next three to five years, according to Gartner, Inc (2019). The sales literature adds, “the influence of sales digitalization technologies, which include digitization and artificial intelligence, is likely to be more significant and more far reaching than previous sales technologies” (Singh et al., 2018, p. 2). Analytics provides future sales professionals the ability to work smarter and more efficiently by discovering sales insights and predicting outcomes with the use of AI. Use of analytics and AI can help sales professionals better understand opportunities, generate qualified leads, and more efficiently convert sales. Today’s students are no strangers to technology. The question is whether they are equipped to leverage these powerful tools in today’s complex selling environment. Teaching Objectives The following teaching innovation illustrates how to implement an online resource that helps students develop their analytics skill set at no cost to the user or university. The Teaching Objectives for this Advanced Selling Topic are: a) Build a machine learning/AI model in minutes b) Interpret AI modeling results c) Understand how AI impacts Sales This teaching innovation provides an easy, hands-on exercise for Advanced Selling Students to better understand analytics, AI, and its impact on the sales process. 2. Method How to Use this exercise in an Advanced Selling Course Salesforce.com Analytics platform, Einstein, is a set of AI technologies that provides sales professionals the ability to analyze data inside Salesforce. Einstein is used to automate reports, pinpoint workflow needs, and help end users predict sales outcomes. The module not only provides hands on use to Salesforce but also enables students to build a machine-learning module and to understand how AI impacts the sales process. www.scholink.org/ojs/index.php/grhe Global Research in Higher Education Vol. 3, No. 1, 2020 56 Published by SCHOLINK INC. Figure 1. Analytics and AI for the Sales Classroom Flowchart Instructions: How to implement the innovation Step 1: Learn Salesforce Fundamentals Through Trailhead. Trailhead is a learning management system that is free of charge. Students can earn badges, points and status by reading and scoring well on tests to go from Scout (novice) to Ranger status (expert). Salesforce is easy to use. Below are instructions to use AI Trailhead basic tools with assignments to get started: To use Salesforce trails: 1. Go to https://trailhead.salesforce.com/home 2. Create account 3. Use links to go directly to trails OR search and create your own plan 4. Ask students to screen shot progress (completed modules/LinkedIn badges) www.scholink.org/ojs/index.php/grhe Global Research in Higher Education Vol. 3, No. 1, 2020 57 Published by SCHOLINK INC. Table 1. Customized AI Tools on Trailhead Topic Module link Goal of module The Fourth Industrial Revolutions https://trailhead.salesforce.com/content/learn/modules/learn- about-the-fourth-industrial-revolution?trail_id=learn-about-t he-fourth-industrial-revolution Learn about industrial revolutions and the basics of the Fourth Industrial Revolution AI Basics https://trailhead.salesforce.com/content/learn/modules/ai_bas ics?trail_id=get_smart_einstein Learn what AI is and how it will transform CRM and the Customer Experience Salesforce Einstein Basics https://trailhead.salesforce.com/content/learn/modules/get_s mart_einstein_feat?trail_id=get_smart_einstein Discover insights and predict outcomes with this powerful set of AI-enhanced features. Sales Cloud Einstein https://trailhead.salesforce.com/content/learn/modules/ai_sal es?trail_id=get_smart_einstein Log your activities, target the right leads, and close more deals with AI for sales. Step 2: Sign up for a Developer Org. This will give you access to salesforce in a test environment. It is important to use this type of environment because it allows all of the functionality of salesforce within a playground where nothing will break while students test all of the functionality. Sign up here: https://developer.salesforce.com/promotions/orgs/analytics-de Step 3: Review PowerPoint instructions and import data file This practice data file has over 32,000 lines of data. Table 1 is a small snapshot of the data file. Full data file here: https://amrsalescoach.com/teaching-resources www.scholink.org/ojs/index.php/grhe Global Research in Higher Education Vol. 3, No. 1, 2020 58 Published by SCHOLINK INC. Table 2. Snapshot of Practice Data File Decision Maker Role Product Region Close Date Month Competitor Contract Type Win CIO Services Adoption Argentina North 1/1/2018 January Codey Company Renewal Won VP of Operations CC Performance Management New Zealand/Australia 4/1/2018 April Astro Associates New Won CIO CC Performance Management Colombia Bogota 7/1/2018 July Astro Associates Renewal Lost CEO Services Design & Integration Argentina North 1/1/2018 January Einstein Labs Renewal Lost CEO Services Design & Integration Argentina North 4/1/2018 April Einstein Labs Renewal Lost Regional VP CPaaS US Southwest 7/1/2018 July Einstein Labs Renewal Lost Regional VP Multimedia Devices Canada West 10/1/2018 October Einstein Labs Renewal Lost Regional VP Multimedia Devices Canada West 1/1/2018 January Einstein Labs Renewal Lost Regional VP CC Mobile Argentina Buenos Aires 10/1/2018 October Astro Associates Renewal Lost CIO CC Mobile Argentina Buenos Aires 1/1/2018 January Astro Associates Renewal Lost Regional VP CPaaS US Southeast 4/1/2018 April Einstein Labs Renewal Won Step 4: Create Model—In this step, the student will determine the outcome to predict by choosing the variables in the “Story Goal” module. For instance the user can select the story goal and choose the variable (i.e., win rate). The user then selects the insights and predictions to complete the analysis. a) Create Story b) Determine what outcome to predict: Variable=Win/Won c) Choose Insights and Predictions and Automated d) Confirm and Build Story e) Discuss Mode: What Happened? f) Go Deeper: Why It Happened? g) How can I improve the outcomes? www.scholink.org/ojs/index.php/grhe Global Research in Higher Education Vol. 3, No. 1, 2020 59 Published by SCHOLINK INC. 3. Conclusion and Implications The modern-day selling organizations has adopted technologies such as CRM and analytics platforms and integrated these tools into their sales process. These powerful tools are improving sales productivity, increasing customer insights, and enhancing the experience for customers. With the evolution of today’s buyer and the impact of “Big Data”, tomorrow’s sales professionals, students must develop their analytical skill set. This activity complements the traditional selling process and enhances our students’ skills for todays’ Big Data marketplace. Resources for Instructors Help main link: https://help.salesforce.com/articleView?id=bi.htm&type=0 AI Trailhead for Students: https://trailhead.salesforce.com/users/mrodriguez10/trailmixes/smarter-sales-with-ai Academy videos: https://www.youtube.com/channel/UCxUOdPtY50AUSH4wp-RQyVg Learning map: http://www.einsteinanalyticslearningmap.com Success with EA: http://pages.mail.salesforce.com/getting-started/analytics-cloud/ References Boyer, S., & Michael, R. (2019). Mix it up: Teaching sales students about AI with the help of Salesforce.com. Jacksonville, FL March. Einstein. (2020). Einstein Analytics Learning Map. Retrieved January 17, 2020, from http://www.einsteinanalyticslearningmap.com Gartner. (2019). Gartner identifies top 10 data and analytics technology trends for 2019. News Room Press Release. Retrieved January 15, 2020, from https://www.gartner.com/en/newsroom/press-releases/2019-02-18-gartner-identifies-top-10-data-a nd-analytics-technolo Salesforce, T. (2020). Skill up for the future. Retrieved January 17, 2020, from https://trailhead.salesforce.com/en/home Singh, J., Flaherty, K., Sohi, R. S., Deeter-Schmelz, D., Habel, J., Le Meunier-FitzHugh, K., & Onyemah, V. (2019). Sales profession and professionals in the age of digitization and artificial intelligence technologies: Concepts, priorities, and questions. Journal of Personal Selling & Sales Management, 39(1), 2-22. https://doi.org/10.1080/08853134.2018.1557525 https://www.youtube.com/channel/UCxUOdPtY50AUSH4wp-RQyVg https://www.einsteinanalyticslearningmap.com/ http://pages.mail.salesforce.com/getting-started/analytics-cloud/