Do experience and upper management support matter? An exploration of GenAI technology usage in a business-to-business setting

Generative artificial intelligence (GenAI) has emerged as a transformative technology in business-to-business (B2B) sales, capable of enhancing efficiency, personalization, and productivity. However, the organizational and individual factors that enable its effective use remain unclear. Drawing on the Technology – Organization – People (TOP) framework, this study examines how upper management support influences sales professionals’ use of GenAI technology and how that use, in turn, affects sales performance. Our sample comprises survey data from 161 salespeople at a large U.S. B2B firm that has integrated GenAI into its CRM system. We find that upper management support positively affects the use of GenAI technology. This effect strengthens as sales experience increases. GenAI usage, in turn, significantly improves sales performance, regardless of experience level. These findings highlight that managerial support and salesperson experience jointly affect technology use outcomes. The study contributes to the emerging sales technology literature by offering one of the first empirical examinations of GenAI in the sales context and providing insights for firms seeking to enhance technology-driven sales performance.