Mastering digital transformation in sales: A research agenda going forward
Rangajaran, Deva; Guenzi, Paolo; Kaski, Timo (2019)
Global Sales Science Institute
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As buyers increasingly become more tech-savvy and consequently more demanding, it is imperative that sales organizations keep pace with their customers and work on a digital transformation strategy. However, a look at the literature in the sales domain mainly focused on how sales organizations have struggled to deal with implementing new technologies in the work place resulting in mixed outcomes. The purpose of this paper is to elaborate how sales organizations need to better deal with the digital transformation that their organizations are going through and consequently suggest a research agenda on the same.