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Digitalization process of complex B2B sales processes – Enablers and obstacles

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  • Rodríguez, Rocio
  • Svensson, Göran
  • Mehl, Erik Jens

Abstract

The purpose of this study is to shed light on the extent to which salespeople use technology throughout complex B2B sales processes. The research on technology in society considers specifically which enablers and obstacles are most prominent in driving the digitalization of complex B2B sales processes. This research applies a post-positivism approach based on a qualitative design, using insights from case studies. Data collection is based on an in-depth series of interviews with salespeople in several companies, in order to collect information about the digitalization of complex B2B sales processes. Findings indicate that a complex B2B sales process is not easily digitalized. On the contrary, there are a number of hurdles to overcome. General results reported contextualize the major specific one, while the specific ones focus on enablers and obstacles in complex B2B sales processes. The research aids our understanding of the process of obtaining valid information in this context. It also helps to classify and organize different kinds of analog and digital sources and channels of information. Provides suggestions for further research. This study proposes using a mixed structure in the sales department to obtain benefits of communication technologies and to use what advantages digitalization provides. This may start by dividing digitalization process into functions and after that, using the remaining possibilities, by territory, accounts or products, depending on the company. The study reveals dimensions (indicators and context) and sub-dimensions (organizational, technological, cultural and security issues) of relevance in the digitalization of complex B2B sales process.

Suggested Citation

  • Rodríguez, Rocio & Svensson, Göran & Mehl, Erik Jens, 2020. "Digitalization process of complex B2B sales processes – Enablers and obstacles," Technology in Society, Elsevier, vol. 62(C).
    • Handle: RePEc:eee:teinso:v:62:y:2020:i:c:s0160791x19307493
    DOI: 10.1016/j.techsoc.2020.101324
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    1. Chang, Woojung, 2022. "The effectiveness of AI salesperson vs. human salesperson across the buyer-seller relationship stages," Journal of Business Research, Elsevier, vol. 148(C), pages 241-251.
    2. Melović, Boban & Jocović, Mijat & Dabić, Marina & Vulić, Tamara Backović & Dudic, Branislav, 2020. "The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro," Technology in Society, Elsevier, vol. 63(C).

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    More about this item

    Keywords

    Digitalization; B2B; Sales process; Enablers; Obstacles; Technology;
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