---
id: "quote-virtual-buying-journey"
type: "quote"
source_timestamps: ["§ Map Business Processes"]
tags: ["virtual-sales", "efficiency"]
related: ["concept-digital-hubs", "concept-ai-driven-tam-expansion", "person-sunil-gupta", "person-frank-cespedes"]
speakers: ["Sunil Gupta", "Frank V. Cespedes"]
quote: "With AI tools, Digital Hubs conduct 90% of the buying journey virtually. That is a big boost in sales productivity, and because it allows SAP to sell to an entirely new set of small-business customers, it increases the Total Addressable Market (TAM)."
sources: ["commercial"]
sourceVaultSlug: "hbr-seg-commercial"
originDay: 5
articleStem: "hbr-foci-64-ai-broaden-customer-base"
sourceUrl: "https://hbr.org/2025/03/how-one-company-used-ai-to-broaden-its-customer-base"
sourceTitle: "How One Company Used AI to Broaden Its Customer Base"
---
# 90% Virtual Buying Journey

> "With AI tools, Digital Hubs conduct 90% of the buying journey virtually. That is a big boost in sales productivity, and because it allows SAP to sell to an entirely new set of small-business customers, it increases the Total Addressable Market (TAM)."
> — [[entity-sunil-gupta|Sunil Gupta]] and [[entity-frank-v-cespedes|Frank V. Cespedes]]

The mechanism-and-outcome quote linking the [[concept-digital-hubs|Digital Hubs]] to [[concept-ai-driven-tam-expansion]]. Note the open question of what the remaining **10%** entails — see [[question-the-last-ten-percent]]. (Enrichment: the 90% figure is case-specific and not independently corroborated.)