review & future paths
Sascha Alavi & Johannes Habel
The digital transformation of organisations is a major force bringing about fundamental changes in companies, and wider society. With this transformation, a company’s sales force plays a pivotal role, recognising the vital importance of salespeople at the intersection between customers and companies. Salespeople’s work outputs and inputs can be quantified exceptionally well, further emphasising their significance. The emergence of new sales technologies, including predictive sales analytics, virtual or augmented reality, and AI bots, holds incredible potential for boosting productivity and engaging prospective customers more effectively. It is, however, important to acknowledge that these technologies can have unintended negative consequences for both sales professionals and their employers.
While previous research has made substantial progress in comprehending the benefits of these recent technologies, there remains a relatively unexplored domain—the intricate “human side” of digital transformation. Understanding this aspect is vital in unravelling the full impact of digital transformation on sales. The objective of this research is to contribute to a deeper understanding of this human side within the digital transformation of sales. The research aims to augment academic knowledge in this area, provide immediate guidance to sales practitioners, and enhance academic sales education.
To achieve these goals, the research delves into the complexities of the human side of digital transformation through empirical investigations, theoretical explorations, and practical insights. By delving into this relatively uncharted territory, light can be shed on the challenges and opportunities that arise when integrating new technologies into sales processes. Areas explored include the evolving role of salespeople in the digital era, the impact of digital transformation on job satisfaction and well-being, the ethical considerations of AI and sales automation, and strategies for developing digital sales competencies across the spectrum of sales roles.
Additionally, the work aims to bridge the gap between academia and industry, providing valuable guidance to sales practitioners facing the inevitable individual and organisational challenges of digital adoption and consequent transformation. Many resources will be made available including real-world case studies, best practices, and actionable recommendations to assist sales professionals to effectively navigate the complexities of this transformation journey. Additionally, research contributes to academic sales education by incorporating insights from the research into curricula, equipping future sales professionals with the necessary knowledge and skills to thrive in the digital age.
By addressing the human side of digital transformation in sales, a more advanced understanding of this critical aspect of organisational change has been achieved. The efforts provide a comprehensive perspective that encompasses both the technological advancements and the human implications, fostering a holistic approach to digital transformation. Through this work, the aim is to facilitate informed decision-making, promote ethical practices, and drive the successful implementation of digital technologies in sales organisations.
The overall objective is to contribute to a better understanding of the human side of digital transformation in sales. Through research, the aim is to enrich academic knowledge, offer practical guidance to sales practitioners, and enhance academic sales education. By exploring the intricate dynamics of this transformative process, the aim is to empower individuals and organisations to navigate the digital landscape with confidence, embracing the opportunities while mitigating the potential challenges.
ReflectION
- How does the digital transformation of organisations impact the role of salespeople as the interface between customers and companies? What are the implications of quantifiable work outputs and inputs for salespeople in this context?
- What are the potential benefits and drawbacks of innovative sales technologies, such as predictive sales analytics, virtual or augmented reality, and AI bots, in the context of digital transformation? How can these technologies boost productivity, and what unintended negative consequences may arise for sales employees and companies?
- In what ways does the “human side” of digital transformation in sales remain relatively unexplored? Why is it important to understand the impact of digital transformation on salespeople’s job satisfaction, well-being, and their evolving role in the digital era? How can research in this area contribute to both academic knowledge and practical guidance for sales practitioners?
- How can research on the human side of digital transformation bridge the gap between academia and industry? What resources, for example, real-world case studies, best practices, and actionable recommendations, can be shared with sales practitioners assisting them to navigate the complexities of digital transformation? How can these insights be incorporated into sales education to equip future sales professionals for the challenges of the digital age?