Next-generation lead management in banking: GenAI-enabled sales orchestration and personalization

Abstract

As banks shift toward more predictive and clientcentric engagement models, traditional lead management systems (LMS) face growing pressure to evolve. The study provides a comprehensive assessment of current AIenabled LMS and orchestration platforms, including Salesforce Financial Services Cloud, Pega Customer Decision Hub, and Personetics, evaluating their capabilities in lead scoring, real-time decisioning, and hybrid advisory support.