Sales transformation: conceptual domain and dimensions
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 16 August 2021
Issue publication date: 28 January 2022
Abstract
Purpose
This study aims to offer a conceptualization of sales transformation, a phenomenon that is redefining the role of salespeople and the nature of Business-to-Business (B2B) relationships while disrupting the selling logics across a variety of industries.
Design/methodology/approach
Through a two-stage approach, the authors propose and test a conceptual model of sales transformation. The authors conducted 20 interviews and two focus groups with sales directors and managers. The authors then surveyed directors, executives and managers in the sales area (n = 190) and tested a reflective–formative hierarchical model using partial least squares structural equation modeling (PLS-SEM).
Findings
Sales transformation is a multidimensional construct that includes four higher-order dimensions, namely, people, digitalization, integration and acceleration, and 16 sub-dimensions. These dimensions simultaneously contribute to the sales transformation phenomenon that is conceptualized as a systemic process. This study also offers a measurement tool to assess the degree of sales transformation and enhance the value generated through sales.
Originality/value
Although many companies are facing challenges stemming from the process of sales transformation, most studies have only focused on micro-aspects of this transformation. This study provides a holistic view of sales transformation aimed at understanding the complexity of this phenomenon by adopting a macro-level perspective on the different dimensions that contribute to its occurrence and development.
Keywords
Citation
Corsaro, D. and Maggioni, I. (2022), "Sales transformation: conceptual domain and dimensions", Journal of Business & Industrial Marketing, Vol. 37 No. 3, pp. 686-703. https://doi.org/10.1108/JBIM-11-2020-0512
Publisher
:Emerald Publishing Limited
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