In business-to-business sales, instinct-based human interaction is often the norm, while the potential of process-based and data-driven approaches has not been thoroughly studied, especially in combination with artificial intelligence. This study examines this potential through an analysis of dualistic factors related to implementation of data-driven sales at B2B companies of all sizes. Based on empirical observations from 162 companies, four dualities are identified: waste/opportunities, customer satisfaction/buying behaviour, large/small sample sizes and manual data input/closed-loop learning.  It is suggested that a balanced focus on these dualities can enhance customer value creation and act as a platform for growth. We also present “IoC growth ratio” to demonstrate the universal link between compound annual growth rate (CAGR) and Win Rate (WR).