Increasing business-to-business sales success: Key drivers and the impact of digitalization

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Business-to-business (B2B) firms aiming to increase sales success in a challenging environment should focus on enhancing coordination between different functions, increasing agility during the selling process and boosting engagement levels with customers. It is also important to be mindful of how digitalization can moderate the impact of these factors on B2B sales success.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2024), "Increasing business-to-business sales success: Key drivers and the impact of digitalization", Strategic Direction, Vol. 40 No. 1, pp. 12-15. https://doi.org/10.1108/SD-12-2023-0164