Digital transformation in B2B sales – differences and best practices in three different European countries

Abstract

There has been an increasing discussion around B2B sales and the need for its digital transformation as it may strongly accelerate company's performance. Because sales is an essential element of business growth, it is important to study B2B sales and the level of digital transformation on a country-specific level. For this purpose, we studied the role of digital transformation in three different countries from the sales organization's perspective. Our qualitative preliminary findings show that the European Union's classifications on digitalization of European countries do not correlate with the companies' digital transformation of their sales operations in these countries.

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