The changing role of Sales

Author: Kaj Storbacka, Lynette Ryals, Iain A. Davies, Suvi Nenonen Language: English Journal: European Journal of Marketing Year: 2009, Volume: 43, Issue 7/8 Source: Emerald Publisher: Emerald Publishing Group Limited

Although there is substantial practitioner evidence for changes in the role and functioning of sales in the twenty-first century, there is little academic research charting new directions for the sales function in a business-to-business context. This paper aims to report on four case studies that illustrate how sales is changing. The results suggest that changes in the role of sales will affect sales processes and the way that the sales function liaises with other departments.

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