catalysts logo

Gain access to resources and project updates

Register or log in to save your details for future use
First name
Last name
Business email
Company name
Job title

TM Forum will be processing the above information, with the assistance of our service providers located within and outside the European Union, to manage your registration to this event or report download, as well as to keep you informed about our services and products, future events and special offers, the organization of events, providing training and certification, and facilitating collaboration programs. Privacy policy

I wish to receive further information from the Catalyst Team about their products and service by electronic means. Check the "Team Members" section of this Catalyst Project to review the companies that will receive your information. Companies may join the project in the future, so please check back periodically for any updates

logologo
All projects

Empowering B2B sales with GenAI: Tailored solutions, smarter selling

URN C25.0.796
Topics AI (Artificial Intelligence), B2B Services, Customer experience management

Revolutionize the sales process by integrating Generative AI, enabling sales teams transforming business needs to direct offerings

featured image
CSPs must shorten sales cycles and deliver more personalized solutions to meet evolving B2B customer demands. This Catalyst introduces an AI-driven approach that reimagines the product configuration and estimation process. It combines generative AI with a catalog-based core commerce suite to create smarter, faster, and more accurate sales interactions. The solution uses an intelligent genAI agent embedded within the sales orchestration layer. It starts by interpreting customer requirements entered via natural language through a secure front-end interface. The agent uses large language models (LLMs) fine-tuned on telecom-specific datasets to classify intent, extract key parameters, and match them to product attributes stored in a TMF-compliant product catalog. The agent validates the parameters, then calls a configuration engine that applies business rules, eligibility logic, and pricing constraints to assemble a valid offer. It queries the catalog in real time using TMF620 and TMF637 APIs for product and service specification retrieval. It then generates a structured quote using predefined templates that map to the customer’s commercial profile and contract terms. The system manages approval workflows and versioning control. This allows sales managers to review and modify offers before sending them to the customer. Once approved, the agent pushes the finalized quote into the ordering system via TMF622 (Product Ordering) for fulfilment. This architecture enables closed-loop automation while maintaining compliance, scalability, and auditability across the sales lifecycle. By automating quote creation, validation, and approval workflows, the solution cuts time-to-quote and improves accuracy across the sales process. Approved quotes pass directly into the ordering system, eliminating friction between sales and fulfilment. The impact is clear: CSPs can generate quotes 50% faster, reduce manual steps by 80%, increase conversion rates by 25%, and deliver a 20% boost in customer satisfaction.

Team members

Amazon Web Services, Inc. logo
Entel Chile logo
Champion
Ericsson Inc. logo
Etihad Etisalat Mobily logo
Champion
Indosat Ooredoo Hutchison logo
Champion
Snowflake Inc. logo
Telia Company logo
Champion

Related projects