Sales digitization and sales process optimisation for firm performance: Evidence from European firms

IF 12.9 1区管理学 Q1 BUSINESS

Technological Forecasting and Social Change Pub Date : 2025-04-30 DOI:10.1016/j.techfore.2025.124172

Fabio Oliveira , Maksim Belitski , Rodrigo Perez-Vega

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Abstract

This study explores how the adoption of sales enablement platforms (SEPs) influences each stage of the business-to-business (B2B) sales process in medium-sized companies. The research addresses a critical issue, as sales digitisation is increasingly recognised as an enabler of firm performance, sales management, and customer engagement. Based on in-depth interviews with 27 chief executive officers and sales directors, along with three case studies of European medium-sized firms, this study explores how SEPs support greater collaboration and performance within firms. The findings demonstrate four dominant pathways (digital skill endowment, marketing ownership in the sales process, strategic implications and value creation), that altogether contribute to firm capabilities and sales performance. One of the key advantages of using SEPs are organisational collaboration optimization, reducing costs, increasing flexibility in implementing digitally oriented solutions and processes. We establish the foundations for future research on the digital transformation of sales and its impact on firm performance.

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销售数字化和销售流程优化对企业绩效的影响：来自欧洲企业的证据

本研究探讨了中型公司采用销售支持平台（sep）如何影响企业对企业（B2B）销售过程的每个阶段。该研究解决了一个关键问题，因为销售数字化越来越被认为是公司绩效、销售管理和客户参与的推动者。基于对27位首席执行官和销售总监的深度访谈，以及对欧洲中型公司的三个案例研究，本研究探讨了sep如何支持公司内部更大的合作和绩效。研究结果显示了四种主要途径（数字技能禀赋、销售过程中的营销所有权、战略影响和价值创造），它们共同有助于企业能力和销售业绩。使用sep的主要优势之一是组织协作优化，降低成本，提高实施面向数字的解决方案和流程的灵活性。我们为未来研究销售数字化转型及其对公司绩效的影响奠定了基础。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Technological Forecasting and Social Change Multiple-

CiteScore

21.30

自引率

10.80%

发文量

813

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