Modern Sales methodologies, and strategies for B2B orgnizations focused on digital products.
Trussler, Jonathan (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060319506
https://urn.fi/URN:NBN:fi:amk-2025060319506
Tiivistelmä
This thesis investigated how modern sales methodologies and tools have shaped the effective-ness of B2B organizations selling digital products, with a particular focus on the Software as a Service (SaaS) industry. The study was conducted as part of the bachelor’s degree Programme in International Business at Haaga-Helia University of Applied Sciences. The research ad-dressed how sales methodologies have evolved over the past five years, how changes in buyer behavior have influenced sales strategy, and what role digital tools—especially artificial intelli-gence (AI) and automation—have played in enabling sales success.
The theoretical framework was built upon existing literature on B2B sales methodologies, buyer behavior, and the adoption of digital tools in modern sales. The research applied a qualitative approach, using semi-structured interviews to gather empirical data. Five experienced SaaS sales professionals were interviewed during spring 2025. The collected data were analyzed us-ing thematic analysis, following the approach of Braun and Clarke (2006). The analysis was de-signed to identify recurring patterns and themes aligned with the research questions.
The result indicate that B2B SaaS sales have moved away from rigid frameworks toward hybrid, adaptive methodologies that emphasize consultative and value-driven engagement. Buyer be-havior has shifted significantly, with buyers becoming more autonomous, digitally informed, and driven by return on investment (ROI). Sales professionals have increasingly incorporated AI tools and automation to support prospecting and communication, while maintaining a strong em-phasis on human connection. The findings suggest that the most effective sales strategies today are those that blend data-driven tools with personalized, trust-based outreach. The study con-cludes that the evolution of buyer behavior and technology requires continuous adaptation from sales professionals and organizations operating in the SaaS space.
The theoretical framework was built upon existing literature on B2B sales methodologies, buyer behavior, and the adoption of digital tools in modern sales. The research applied a qualitative approach, using semi-structured interviews to gather empirical data. Five experienced SaaS sales professionals were interviewed during spring 2025. The collected data were analyzed us-ing thematic analysis, following the approach of Braun and Clarke (2006). The analysis was de-signed to identify recurring patterns and themes aligned with the research questions.
The result indicate that B2B SaaS sales have moved away from rigid frameworks toward hybrid, adaptive methodologies that emphasize consultative and value-driven engagement. Buyer be-havior has shifted significantly, with buyers becoming more autonomous, digitally informed, and driven by return on investment (ROI). Sales professionals have increasingly incorporated AI tools and automation to support prospecting and communication, while maintaining a strong em-phasis on human connection. The findings suggest that the most effective sales strategies today are those that blend data-driven tools with personalized, trust-based outreach. The study con-cludes that the evolution of buyer behavior and technology requires continuous adaptation from sales professionals and organizations operating in the SaaS space.