Artificial intelligence (AI) has become increasingly important in Business-to-Business (B2B) sales, with the potential to revolutionize the sales process. Despite the growing interest in implementing AI, there is a significant gap between enthusiasm and practical implementation. Therefore, this paper examines how AI can be integrated into the B2B sales process and the benefits it brings. It identifies key factors for successful implementation. The findings of a qualitative study conducted with sales and technology executives and experts reveal that AI can be implemented at every step of the B2B sales process, with the greatest impact identified at initial and end phases. Even though AI can automate specific sales activities, it should primarily be seen as an assistant. Nevertheless, the lack of knowledge and trust in the technology, employee acceptance, and the cost of implementation are barriers for B2B companies to implement AI in their sales processes. Based on this, an implementation framework is defined including strategic, tactical, and operational levels guiding the integration of AI into sales processes.