Transformation towards sales culture: case Company X
Wahlström, Oona (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202105199482
https://urn.fi/URN:NBN:fi:amk-202105199482
Tiivistelmä
Change in the business world of today generates constant pressure on companies, and organisational change is rather impossible to successfully manage without the full support of the corporate culture, as culture is the driving force of an organisation. How can companies keep up with the change and begin a transformation project without losing touch of the corporate culture?
This research was commissioned to a case company Company X in Finland, which started an organisation-wide culture transformation project in March 2020. A new CRM tool, Salesforce, was introduced to use in hopes of advancing the organisational culture change towards a sales-focused sales and client leadership culture. The goal of this research was to find out how successful the start of the transformation was and whether the organisation was moving towards the right direction in terms of a full-scale cultural change.
The research was conducted as a case study with a mix of qualitative and quantitative methods. Data was collected through a questionnaire, of which a total of 77 responses were received. Secondary sales data provided by the case company. The sales data was extracted from the case company’s previous ERP system and compared with Salesforce’s data extract to find out indications of changes in sales-related behaviour.
The results indicated that the case company was progressing towards successfully changing its organisational culture; employees were supportive of the change and the behavioural patterns related to sales activities indicated increase and positive developments. However, some adjustments would need to be made to ensure the employees’ continued level of motivation and commitment towards the transformation goals, which for example were: continued and more focused training and sharing knowledge, ensuring leaders show example, strategy reminders and also creating a better model for goals and compensations.
This research was commissioned to a case company Company X in Finland, which started an organisation-wide culture transformation project in March 2020. A new CRM tool, Salesforce, was introduced to use in hopes of advancing the organisational culture change towards a sales-focused sales and client leadership culture. The goal of this research was to find out how successful the start of the transformation was and whether the organisation was moving towards the right direction in terms of a full-scale cultural change.
The research was conducted as a case study with a mix of qualitative and quantitative methods. Data was collected through a questionnaire, of which a total of 77 responses were received. Secondary sales data provided by the case company. The sales data was extracted from the case company’s previous ERP system and compared with Salesforce’s data extract to find out indications of changes in sales-related behaviour.
The results indicated that the case company was progressing towards successfully changing its organisational culture; employees were supportive of the change and the behavioural patterns related to sales activities indicated increase and positive developments. However, some adjustments would need to be made to ensure the employees’ continued level of motivation and commitment towards the transformation goals, which for example were: continued and more focused training and sharing knowledge, ensuring leaders show example, strategy reminders and also creating a better model for goals and compensations.