Challenges of the digital landscape: An investigation into the influence of technology and information systems on financial performance of B2B key account managers

Digital transformation redefines the role of Key Account Managers, necessitating swift adaptation to the requirements of data management and information analysis, alongside traditional sales skills. This study aims to clarify some challenges required by digitalization based on survey data from 248 Key Account Managers responses in a B2B context. The findings reveal that the adoption of sales technology and the use of information systems in Key Account Managers functions are positively correlated with better financial performance. Information systems play a mediating role in this relationship. Modern Key Account Managers must extend beyond the exclusive utilization of sales technology. The current context implies an evolution of the Key Account Manager B2B job, incorporating “customer data management” as a new function, and making the use of information systems an essential and integrated activity for the success of the Key Account Managers. This study proposes the Informational Advantage Theory, showing how integrating sales technology with information systems boosts KAM performance by turning data into insights, highlighting their capacity as data-driven strategists.

In addition, this study provides a discussion on the control variables (gender, age, experience, education, company size and export level) on Key Account Managers performance, as well as suggestions for future research.