Managing the sales transformation process in B2B: between human and digital

The sales function is experiencing a process of transformation developing across different industries and company types. This transformation redefines the role of salespeople and organizations within the broader service ecosystem by introducing new technological applications and enhancing relationships with customers, internal and external stakeholders. As many companies are facing challenges related to sales transformation, this phenomenon requires further investigation from a practical and theoretical standpoint. This paper proposes a theoretical framework to understand the nature and the dimensions contributing to sales transformation. Based on thirty in-depth interviews and two focus groups, the study identifies four dimensions of sales transformation (1) People, (2) Digitalization, (3) Integration, (4) Acceleration and discusses fifteen factors driving this phenomenon. The study offers insights on relevant factors for successfully implement sales transformation within companies and enhance the value generated through the sales function.