Sales digitization and sales process optimisation for firm performance: evidence from European firms

Oliveira, F. ORCID: https://orcid.org/0000-0002-1433-0612, Belitski, M. and Perez-Vega, R. ORCID: https://orcid.org/0000-0003-1619-317X (2025) Sales digitization and sales process optimisation for firm performance: evidence from European firms. Technological Forecasting and Social Change, 217. 124172. ISSN 0040-1625 doi: 10.1016/j.techfore.2025.124172

Abstract/Summary

This study explores how the adoption of sales enablement platforms (SEPs) influences each stage of the business-to-business (B2B) sales process in medium-sized companies. The research addresses a critical issue, as sales digitisation is increasingly recognised as an enabler of firm performance, sales management, and customer engagement. Based on in-depth interviews with 27 chief executive officers and sales directors, along with three case studies of European medium-sized firms, this study explores how SEPs support greater collaboration and performance within firms. The findings demonstrate four dominant pathways (digital skill endowment, marketing ownership in the sales process, strategic implications and value creation), that altogether contribute to firm capabilities and sales performance. One of the key advantages of using SEPs are organisational collaboration optimization, reducing costs, increasing flexibility in implementing digitally oriented solutions and processes. We establish the foundations for future research on the digital transformation of sales and its impact on firm performance.

Item Type	Article
URI	https://reading-pure-test.eprints-hosting.org/id/eprint/122621
Identification Number/DOI	10.1016/j.techfore.2025.124172
Refereed	Yes
Divisions	Henley Business School > Digitalisation, Marketing and Entrepreneurship Central Services
Download/View statistics	View download statistics for this item