Automating B2B growth with AI agents and ODA in a box

Commercial context

B2B growth is a key priority for CSPs, but scaling mid-market services presents a serious operational challenge. These customers expect flexibility, speed, and digital control - rather than the high-touch, custom sales process often used for large enterprises. That traditional approach simply doesn’t scale.

Manual processes and human-led interactions limit deal volume, delay onboarding, and raise costs. To grow this segment profitably, CSPs must automate more of the sales journey while keeping customer experience strong.

The 'Growing B2B with autonomous agents' Catalyst tackles that challenge by shifting B2B commerce from CSP-led channels to AI-powered, customer-driven journeys. It focuses on mid-market buyers, who represent high volume but lower margins unless handled efficiently. The goal is to enable faster deal flow, better personalization, and greater profitability - without increasing operational overhead.

The solution

The Catalyst demonstrates a complete lead-to-agreement process for a mid-market B2B customer - automated entirely by AI agents. The solution is built using modular ODA components, cloud-native architecture, and a Model Context Protocol (MCP) layer to orchestrate agent access to underlying resources.

The journey includes four real-world scenarios, each showing a core function that CSPs can automate today. In scenario one, a lead generation agent identifies a sales opportunity from a customer’s LinkedIn post. It then creates a new lead record using a TMFC036 Lead & Opportunity Management component deployed in the ODA canvas.

Scenario two follows up with a Sales Qualification Agent. This agent performs research, crafts a personalized message, and qualifies the lead. This shows how CSPs can use AI to accelerate pipeline conversion without manual intervention.

In scenario three, a B2B Sales Agent engages the customer via a mobile app to sell business internet for a new office. The agent autonomously manages serviceability checks, product selection, customer verification, and contract generation. Each customer input triggers specific tools and APIs in the agentic layer. The system dynamically invokes the right MCP servers and ODA components to complete each step.

Scenario four reruns the same flow, but adds a new upsell capability. Using TMFC050 Recommendation Management and a new MCP server deployed within the ODA canvas, the agent suggests a fleet management solution. This highlights how CSPs can scale new offers rapidly by exposing capabilities to the agent layer - without rebuilding core logic.

The solution ends with a 360-degree customer view from the Amdocs Customer Engagement Platform (CEP), capturing the outcome of each agent-led interaction.

All components run on the ODA canvas using cloud-native microservices. This architecture enables zero-touch operations, elastic scaling, and modular upgrades.

Each microservice runs independently, scaling based on demand while keeping infrastructure costs low. The solution brings the 'ODA in a Box' vision to life by packaging core ODA components into a deployable framework, enabling faster, more consistent integration across diverse CSP environments.

Wider application and value

This Catalyst provides clear value for CSPs seeking B2B growth. With autonomous agents, they can serve more customers faster and with lower overhead. Furthermore, upsell and cross-sell become embedded in the flow, rather than bolted on afterward.

As a result, early tests show deal throughput increasing without raising operational cost. In parallel, customers gain flexible, self-driven journeys. Consequently, CSPs find a viable path to scale mid-market sales with greater profitability and accuracy.

By using TM Forum assets - such as TMFC001 Product Catalog, TMFC039 Agreement Management, and TMFC002 Product Order Capture - this Catalyst ensures interoperability and repeatability. In doing so, it creates a reusable framework, not just a one-off demo.

Ultimately, this approach improves customer satisfaction and NPS scores while unlocking new digital service channels. As a result, this Catalyst addresses a long-standing industry challenge: how to grow B2B business without growing cost. It provides a practical, standards-based answer - and positions CSPs to lead the next wave of business automation.