MARKETING

Article
Digital transformation in sales as an evolving process

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Table of Contents
Information about the author, journal and link................................................................................3

Introduction......................................................................................................................................3

Research Question...........................................................................................................................3

Research Objective..........................................................................................................................4

Importance or significant of Research.............................................................................................4

Methodology....................................................................................................................................5

Data Collection Instrument..........................................................................................................5

Finding or Result.............................................................................................................................5

Recommendation.............................................................................................................................6

Future recommended studies...........................................................................................................6

Our view or opinion.........................................................................................................................7

References........................................................................................................................................7
Information about the author, journal and link

Author: Stefan Wingler and Ulrich Vosebein.

Journal: Journal of Business and Industrial Marketing

Link: https://www.proquest.com/docview/2530286940/FC67C9B2BC924591PQ/1

Introduction

The digital transformation of a company will lead to significant efficiency gains and the

advanced information technology greatly decreases coordination and communication costs and

helps businesses to develop their current product offering or even produce new goods. Today

several business-to-business firms have begun digital transformation program to strengthen their

competitiveness.

Sales research has gradually used additional interactive and digital platforms such as social

networking, mobile ads, and, most recently, artificial intelligence innovations after the 2010s.

The aim is to focuses on providing a strategic basis for more effectively engaging in the digital

transformation system of sales via identifying core management fields of digital transformation

along with bringing interdependencies around the company's divisions into account.

Research Question

Even as corporations have begun to use new technology to transform their markets in order to

improve their productivity, it is still unknown in sales research literature who should be in

control of the whole method, and who is guiding digital transformation in sales. The same is
valid for the transition process's barriers, and even the company's knowledge and preparation for

digitalization in the sales.

 Who should be responsible for the digital transformation in sales?

 What are the major drivers of digital transformation in sales and what are the major

barriers?

 Do you think that your company has the necessary knowledge how to succeed in its effort

of digital transformation in sales?

Research Objective

 To find out those responsible for the transformation in sales?

 To determine the major barriers and drivers of digital transformation in sales?

 To assess the knowledge and skills that can contribute in digital transformation in sales?

Importance or significant of Research

We live in a digital era and where markets, goods, and services are changing at breakneck speed,

so it is no wonder that sales and other several operations would be digitally transformed. The

integration of emerging technology and data into all aspects of industry is referred to as digital

transformation. The age of direct sales is passing, and in-direct sales are on the rise. A number of

business-to-business firms are focusing on digital sales transformation. Despite massive

restructuring strategies, most businesses fail to achieve the anticipated efficiency improvements.

As emerging digital technology emerges on a regular basis, affecting the firm's sales process,

they must continuously reshape their business plan.

Methodology
Data Collection Instrument

We collect the data from the participants that we select from the different companies are expert

in their field. We use the exploratory research which is based on the expert interviews. For the

collection of data, we conduct the interviews of the expert of different companies to explore the

issues and get more insight of the problem.

We took 30 companies of medium size of Germany and select a total number of 90 participants

which was our sample size for this research and we select three participants from each company

to avoid the chances of biasness in the research. We conduct all of the interviews through

telephone and personally as well. Due do the biasness of the informant we use the triangulation

approach. We select three participants from each company one was the MD the second was the

sales director and the third was the sales representative.

Finding or Result

The findings of the research, which concerns individual perceptions of its digital transformation

process, are very surprising. The assumption that the MD bears main role for digital

transformation of sales is unquestioned by those three hierarchical layers – and so the MD is the

key driver of the whole operation. As a result, it is not disappointing that sales transformation

program often lack the requisite traction. Concerning the barriers, the two top positions, the MD

and the SD, thoroughly agreed on the two main barriers, namely time constraints and a lack of

required digitization knowledge.

Recommendation

 Digital transformation is a broad concept that refers to an organization's ability to use

digital technologies to increase the quality and effectiveness of its internal processes and

external business offerings.

 Digital technology is built on the potential to combine a vast range of digitized systems

that are largely advanced and simple to deploy when seen in isolation.

 The digital revolution ought to be a top executive priority and distinguishing feature of

corporate business strategies, and companies will get a head start on their transformation

path by being digitally aware.

Future recommended studies

The extensive literature on complex capacities would offer unique perspectives on the subject of

capability building both in terms of the transformation process and the dimension of data

handling in particular. The growing focus on mapping consumer experiences and touchpoints is a

positive first move toward converting businesses into more market-oriented organizations.

However, recognizing consumer touchpoints can often aid in identifying and generating useful

customer and industry data. These data may be used to assist the development of advanced MI

systems, transforming digital technology into smart sales facilitators. Another area of study

should be the creation of new KPIs for the newly digital technology.

Our view or opinion

As per my view the digital transformation in the sales is very important and now people can

prefer to buy things online and also their get the basic information about the product through

internet. So, the companies top management need to work to develop digital system for sales to

increase their revenues.

References

Wengler, S., Hildmann, G., & Vossebein, U. (2021). Digital transformation in sales as an evolving process.

Journal of Business and Industrial Marketing, 36(4), 599-611. doi:10.1108/JBIM-03-2020-0124