Sie befinden Sich nicht im Netzwerk der Universität Paderborn. Der Zugriff auf elektronische Ressourcen ist gegebenenfalls nur via VPN oder Shibboleth (DFN-AAI) möglich. mehr Informationen...
Companies can reap great benefits from digitalizing their sales organizations--that is, using technology, data, and analytics to improve the sales process. Done well, digitalization increases customer engagement, boosts the skills and performance of salespeople, and supports a more customer-focused business model. But digitalization initiatives are often plagued by slow progress, poor adoption, or low sustained impact. This article discusses why that happens and recommends five actions to increase the odds of success: (1) Put a "boundary spanner"--someone with both sales and technical experience--in charge, and secure an executive sponsor; (2) build in accountability by establishing the business case, setting key performance indicators, and creating a governance framework; (3) deploy a functionally diverse team; (4) implement an agile approach; and (5) foster change in salespeople's mindsets as well as in the sales process.