2024

Pitman Titta; Koponen Jonna; Tarkiainen Anssi

How business-to-business (B2B) firms succeed in digital transformation in sales will determine if they flourish or perish. The adoption of digital technologies creates new opportunities and challenges for firms. Successful adoption can lead to increased revenues and improved customer relations. For B2B sellers and managers to succeed in the digital economy, they need to understand and adapt to these changes. A thorough analysis of the available literature and the strategic use of dynamic capabilities are required due to the changing nature of the B2B sales marketplace. In this systematic literature review, we bring together the digital transformation research of B2B sales management by synthesizing major themes and topics. We analyze the findings with a lens of dynamic capabilities and identify seven dynamic capabilities that managers need to pay attention to in B2B sales to win sales in the digital economy. Additionally, we propose a future research agenda.