2020/06/08 by Paolo Guenzi, Johannes Habel · 171 citations
Business, Management and Accounting · #Benchmarking #Big Data and Business Intelligence #Business #Computer science #Digital transformation #Marketing #Process (computing) #Process management #Set (abstract data type) #Transformation (genetics) #World Wide Web
paper · open access · doi:10.1177/0008125620931857
published in California Management Review 62(4), 57-85 (SAGE Publishing)
openalex publication_date 2020/06/08 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/04
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.