"Surely, you’re not still writing emails from scratch yourself, are you?" says Assistant Professor Pia Hautamäki on the stage of Sibelius Hall, addressing an audience of over 800 people.
Hautamäki started her work at LUT Business School in January and presented research on digital sales and AI at the Winter of Sales event in February.
Her question is striking – AI can handle countless everyday tasks, yet many still hesitate to use it. Studies show that the Nordic countries lag significantly behind the rest of the world in the use of AI in business. Additionally, an American study found that only 21 percent of commercial executives report having fully implemented AI in B2B sales.
The adoption of digital technologies and AI in sales work is far from what it is, for example, in the United States.
"They are already discussing how AI-supported sales processes impact customer interactions and how salespeople should be trained to succeed after an AI-facilitated customer journey. We should take this development seriously here as well. The opportunities brought by technology could provide much-needed tools for growth in Finnish companies."
According to research, AI could increase sales and marketing productivity by $0.8–1.2 billion by 2027. According to Hautamäki, sales leaders must set the direction.
"Testing suitable AI tools is also the responsibility of sales. Without pilots and implementation, the potential of AI cannot be understood. A sales leader must build a culture where effective AI practices are shared."
Rapid changes in sales
Hautamäki has described herself as a salesperson at heart, even though her first degree was in occupational physiotherapy. In fact, it was this very job that led her into a sales career – promoting workplace well-being by selling services that support it.
Now, Hautamäki has nearly 20 years of experience in consulting and sales management, as well as over 13 years of background in developing sales education, management of research projects, and teaching at Haaga-Helia and Tampere University of Applied Sciences. In addition, she serves as the president of the Global Sales Sciences Institute, which promotes sales education and research worldwide.
Hautamäki is known not only as a champion of sales but also as an experienced speaker, advisor, and active social media user. In her posts, she highlights sales research, culture, and events. For instance, on International Women’s Day, March 8, she pointed out on LinkedIn that only 35 percent of salespeople are women, with an even lower share in B2B sales. Among sales executives, the percentage of women drops below 20 percent.
“Career paths and compensation models do not sufficiently support women’s advancement. The image of B2B sales is outdated – many perceive it as aggressive and individualistic, even though in reality, the field is evolving toward expert-driven customer work,” Hautamäki writes.
She also offers research-based solutions: mentoring and clear career paths for women in sales. Additionally, incentive systems should be reformed to support long-term customer relationships and teamwork rather than just quick deals.
According to Hautamäki, business leaders, in particular, should give sales the value it deserves. The challenge is that sales work is evolving rapidly. Meeting customer needs requires flexibility and adaptability.
“Sales is continuous interaction at different levels, with the goal of deeply listening to customers, stakeholders, and other actors to achieve a shared objective. If a company wants to succeed, especially in international markets, it must take selling and its transformation seriously.”
Sustainability brings new dimensions to sales
Beyond digitalization, sustainable development is playing an increasingly important role in sales. But can sales truly be sustainable if it also promotes consumption? At LUT Business School, researchers also focus on sales and sustainability.
"Sustainable selling means fostering growth while considering economic, environmental, and social responsibility. For example, a salesperson should be able to explain why certain solutions are more environmentally sustainable, but also economical in the long term.”
Hautamäki stresses that sustainability is a shared responsibility involving businesses, society and consumers. It shouldn’t be treated as a separate initiative but must be an integral part of a company's vision, mission, and business strategy.
”Sustainability is an important point in sales: many companies are reluctant to work with partners who don’t adhere to sustainability principles. Likewise, attracting the next generation of employees can be difficult if a company isn’t committed to sustainability."
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“If we don’t train the salespeople, Finland will stagnate”
Hautamäki works at LUT as part of the international marketing research team.
"Pia brings strong B2B sales expertise and international networks to LUT Business School. Her role as President of the Global Sales and Science Institute enhances our visibility. Pia is an excellent addition to the International Marketing team, further integrating sales and marketing," describes Dean Sami Saarenketo.
Hautamäki is particularly excited about her move to LUT because it allows her to focus more on sales research. She praises LUT Business School for investing in sales education through a historic donation; a new Master’s programme in strategic sales will begin in the fall of 2025, along with a revamped Executive MBA programme, where sales leadership is one of the two specialization options.
"If we don’t train the salespeople of the future, Finland’s growth will stagnate . Sales is one of the best careers out there, and most careers begin with some form of sales. I'm excited that we have a growing team at LUT that is serious about developing sales in a more competent and sustainable direction.”
Digital sales in leadership work:
- Improved predictability
- Data-driven decision-making
- Dynamic pricing
- Review of offers and contracts
- AI coaching for salespeople
Pia Hautamäki
- Born in Pietarsaari
- Assistant Professor of Sales at LUT Business School starting January 2025. Focuses on B2B sales research and international growth.
- Previously worked at Haaga-Helia and Tampere University of Applied Sciences, where she taught sales, developed multiple sales-related degree programs, and led several research projects.
- Formerly served as a Sales Director at companies such as Milestone Coaching & Consulting and Sales Energy (now Kulmia Group Oy). Specialized in the sales of education, training, and consulting services.
- Holds a Doctorate in Economics and Business Administration and a Bachelor's degree in Public Management from the University of Vaasa, as well as a degree in Physiotherapy from JAMK University of Applied Sciences.
- President of the Global Sales and Sciences Institute, founded in 2007. The institute aims to globally integrate scientific research, education, and best practices in professional B2B sales and sales management.
- In her free time, she enjoys skiing and mountain biking and spends time at ice rinks as a mother of two teenage hockey players.
- She is also active in board roles, works as an advisor, investor, and part-time entrepreneur.
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