The changing role of sales: viewing sales as a strategic,cross-functional process

摘要

Purpose - Although there is substantial practitioner evidence for changes in the role and functioningrnof sales in the twenty-first century, there is little academic research charting new directions for thernsales function in a business-to-business context. This paper aims to report on four case studies thatrnillustrate how sales is changing.rnDesign/methodology/approach - The case studies involve large global companies who werernchanging their existing sales process to adapt to changing circumstances. The organizationsrncomprised four global industries: construction, power solutions, building technology, and electronicsrnand software.rnFindings - The results demonstrate that sales is changing in three interrelated aspects: from arnfunction to a process; from an isolated activity to an integrated one; and is becoming strategic ratherrnthan operational.rnOriginality/value - The results suggest that changes in the role of sales will affect sales processesrnand the way that the sales function liaises with other departments.