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Paper info: Managing the sales transformation process in b2b: between human and digital

Title


Managing the sales transformation process in b2b: between human and digital

Authors


Daniela Corsaro

Place of Publication


The paper was published at the 35th IMP-conference in Paris, France in 2019.

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Abstract


A process of sales transformation is taking place that is leading to a change in the competences of sales people, the technology they use, as well as customer relationships and the sales-marketing interface. Different factors boost sales transformation: digitalization, the transformation of organizations into service businesses, the increasing sophistication of the purchasing function and the increasing attention to the measurement of results. At a managerial level many companies are experiencing such process of change, but at theoretical level we are still missing an understanding of the phenomenon of sales transformation and what it relates to. Based on in-depth interviews and two focus groups (41 participants), this paper will map the process of sales transformation and explain the four main dimensions that compose it: people, technology, integration in space and acceleration in time. Each of these dimensions is characterized by factors on which companies can act for a successful implementation of the transformational process.