Managerial and academic literature provide only limited guidance on how to drive the digital transformation of sales. This article presents a model for in-depth analysis of sales processes, goals for each process in terms of effectiveness and efficiency, and a structured set of digital responses. For managers, it provides actionable guidelines on how to drive the digital transformation of sales, a large set of inspiring examples, and an international benchmarking opportunity.

Based on the article by Paolo Guenzi and Johannes Habel

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California Management Review
Volume 62, Issue 4 (Summer 2020)

Video production: David Salisbury