Leading B2B firms expand AI use and workforce amid growth surge

New research reveals a strong correlation between AI implementation and business performance in the B2B sector, with top companies expanding both technology investments and human resources.

Key Findings

• Growth Divide: High-performing B2B companies ("Leaders" with 25%+ YoY revenue growth) deploy AI six times more frequently than lower-performing "Novices"
• Hiring Trend: 54% of AI-adopting companies report increasing headcount vs. only 27% of non-AI users
• Tech+People Strategy: 77% of Leaders invest in technology while 69% simultaneously increase staffing

AI Implementation Patterns

• Functional Use: Leaders are twice as likely to use AI for:
  • Workflow orchestration (41% vs 17%)
  • Win/loss analysis (37% vs 18%)
  • Go/no-go decisions (37% vs 26%)
• Sector Adoption:
  • 72% of large enterprises
  • 67% of companies handling 10+ RFPs monthly
  • 64% of tech firms

Industry Perspectives

"AI isn't just a tool; it's both a force multiplier and a catalyst for transforming how organisations compete and win." — Ganesh Shankar, CEO at Responsive

"AI is fundamentally reshaping how revenue teams operate, allowing us to think more strategically and focus on high-value work." — Toby Carrington, CBO at Seismic

Market Realities

• 62% of companies report YoY revenue growth from strategic responses
• 54% have integrated AI into RFP/due diligence workflows
• 10-36% of firms (especially smaller ones) remain AI-averse

The findings challenge conventional fears about AI-driven job displacement, instead showing a complementary relationship between technology adoption and workforce expansion among top performers.