Digital transformation as a driving force in business-to-business sales management

Abstract

Digital transformation is a megatrend which offers challenges and possibilities to business-to-business (B2B) sales management. B2B firms are adopting digital technologies at an increasing pace and researchers are investigating the phenomenon from many perspectives. Digitalization adds complexity to how B2B sales is managed, and researchers are trying to explain the phenomenon to practitioners so they can succeed in their digitalization efforts better. This dissertation investigates digital transformation as a driving force in B2B sales management. The aim is to provide a more holistic perspective of the topic and contribute to understanding how the phenomenon is reshaping B2B sales management. Additionally, this thesis aims to identify what kinds of capabilities and leadership are needed in modern B2B sales management.

The thesis consists of four publications, and it is a mixed methods study. Publication I is a systematic literature review. It explores the past research and finally categorises the findings using a sensing, seizing, and transforming framework which utilizes dynamic capabilities theory. Publication II, which is a conceptual paper, investigates the challenge of authentic leadership and conflict resolution in the digital age. Publication III is a single case study, which explores the role of sales and sustainability in a manufacturing firm. The fourth and final publication is a quantitative case study investigating business students’ intentions to work in B2B sales.

The main contribution is to the digital transformation and B2B sales management literature. The findings suggest that digital transformation is a change agent which is reshaping B2B sales management. It requires firms and the firm’s management to invest in resources, skills, and dynamic capabilities to enable the adoption of new technologies and invest in the recruitment of sufficient talent who are capable of learning and adjusting to new ways of conducting B2B sales. Leaders should develop their own leadership and management skills to be able to motivate salespeople to adopt new technologies and to master communication in multiple channels. Business schools must match their curricula to the needs of contemporary B2B sales organizations to educate future B2B sales professionals.