Abstract
The megatrend of digitalization has transformed the way companies are doing business with their clients. We show that digitizing business-to-business (B2B) sales is not solely a question of technology, but also involves considerations of the buying cycle. Therefore, we discuss the progression from the traditional buying cycle to the customer journey. We illustrate the need for digitizing this journey and outline important customer touchpoints. Afterward, we identify emerging technologies in B2B sales and show how they can be applied to digitize different customer touchpoints. Additionally, we investigate how digitalization in sales revolutionizes the seller organization, briefly discuss our results, and offer recommendations for B2B digital sales.
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Fischer, H., Seidenstricker, S., Berger, T., Holopainen, T. (2021). Digital Sales in B2B: Status and Application. In: Markopoulos, E., Goonetilleke, R.S., Ho, A.G., Luximon, Y. (eds) Advances in Creativity, Innovation, Entrepreneurship and Communication of Design. AHFE 2021. Lecture Notes in Networks and Systems, vol 276. Springer, Cham. https://doi.org/10.1007/978-3-030-80094-9_44
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