A multidimensional perspective of business-to-business sales success: A meta-analytic review

Ohiomah, Alhassan; Benyoucef, Morad; Andreev, Pavel A.

doi:10.1016/j.indmarman.2020.08.011

Cited by 37 publications

(19 citation statements)

References 104 publications

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“…Sales teams spend valuable and limited time resources on low-quality leads that will never be converted [20]. The likelihood of conversion directly influences sales performance [51]. There is an overall challenge -to find a better way to increase sales performance and improve conversion rates in inside sales [20,39].…”

Section: Problem and Motivationmentioning

confidence: 99%

“…There is an overall challenge -to find a better way to increase sales performance and improve conversion rates in inside sales [20,39]. In addition, some determinants of sales success are stronger when selling remotely (i.e., when engaging in inside sales) [51].…”

Section: Problem and Motivationmentioning

confidence: 99%

“…Companies invest significantly in advertisements, web campaigns, and marketing to generate new leads and allocate enormous resources to nurture and convert these leads into customers [ 56 , 59 ]. Conventional, outside sales (also called field sales) that are primarily based on in-person interactions with leads have been giving up the leading role to inside sales that mainly rely on remote sales conducted with the help of information and communication technologies (ICT) (e.g., phone, Internet) [ 49 – 51 ]. For some industries, inside sales became dominant and sometimes the only way to sell their products and services.…”

Section: Introductionmentioning

confidence: 99%

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The state of lead scoring models and their impact on sales performance

Andreev

Benyoucef

2023

Inf Technol Manag

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Although lead scoring is an essential component of lead management, there is a lack of a comprehensive literature review and a classification framework dedicated to it. Lead scoring is an effective and efficient way of measuring the quality of leads. In addition, as a critical Information Technology tool, a proper lead scoring model acts as an alleviator to weaken the conflicts between sales and marketing functions. Yet, little is known regarding lead scoring models and their impact on sales performance. Lead scoring models are commonly categorized into two classes: traditional and predictive. While the former primarily relies on the experience and knowledge of salespeople and marketers, the latter utilizes data mining models and machine learning algorithms to support the scoring process. This study aims to review and analyze the existing literature on lead scoring models and their impact on sales performance. A systematic literature review was conducted to examine lead scoring models. A total of 44 studies have met the criteria and were included for analysis. Fourteen metrics were identified to measure the impact of lead scoring models on sales performance. With the increased use of data mining and machine learning techniques in the fourth industrial revolution, predictive lead scoring models are expected to replace traditional lead scoring models as they positively impact sales performance. Despite the relative cost of implementing and maintaining predictive lead scoring models, it is still beneficial to supersede traditional lead scoring models, given the higher effectiveness and efficiency of predictive lead scoring models. This study reveals that classification is the most popular data mining model, while decision tree and logistic regression are the most applied algorithms among all the predictive lead scoring models. This study contributes by systematizing and recommending which machine learning method (i.e., supervised and/or unsupervised) shall be used to build predictive lead scoring models based on the integrity of different types of data sources. Additionally, this study offers both theoretical and practical research directions in the lead scoring field.

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Section: Problem and Motivationmentioning

confidence: 99%

Section: Problem and Motivationmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The state of lead scoring models and their impact on sales performance

Andreev

Benyoucef

2023

Inf Technol Manag

Self Cite

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“…When environments change, salespeople must adapt ( Delpechitre, Gupta, Zadeh, Lim, & Taylor, 2020 ; Sharma, Rangarajan, & Paesbrugghe, 2020 ). A significant stream of sales research identifies strong enduring associations between the salesperson's ability to adapt to a selling environment and sales performance ( Franke & Park, 2006 ; Ohiomah, Benyoucef, & Andreev, 2020 ). Interestingly, the bulk of this research narrowly examines only adaptations salespeople make with specific customers (i.e., customer-based adaptations) with only limited exploration of market-based adaptations ( Kwak et al, 2019 ).…”

Section: Bricolage and Salesperson Adaptationsmentioning

confidence: 99%

An examination of salesperson bricolage during a critical sales disruption: Selling during the Covid-19 pandemic

Epler

Leach

2021

Industrial Marketing Management

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“…Some scholars criticize existing theories that describe the complexity of such phenomenon. For instance, Ohiomah et al (2020) state that sales success in B2B is not driven by a few elements but rather by 31 determinants associated with four dimensions of the selling process (i.e., salesperson, organization, customer, and environment). Hughes and Ogilvie (2020) propose a study of the professional selling role in terms of ambidexterity without the restrictions of traditional, firm-centric, and unidirectional assumptions in response to market complexity.…”

Section: Introductionmentioning

confidence: 99%

The transformation of selling for value co-creation: Antecedents and boundary conditions

Corsaro

Maggioni²

2022

Marketing Theory

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The selling practice is facing an unprecedented process of change that is redefining the logic of value co-creation and disrupting the nature of B2B relationships across several industries. This phenomenon is well-known in managerial practice but under-investigated at a theoretical level. Sales literature aligns on acknowledging that selling and value co-creation unfold within broader service ecosystems. However, the changes occurring in sales have been predominantly studied by focusing on the single elements affecting them. Based on a qualitative study of 48 sales experts, this research draws on the service ecosystem theory to offer a holistic perspective of the factors driving the transformation of selling for value co-creation. The proposal from the study is that value co-creation through selling is a systemic and multi-actor phenomenon, including two antecedents: Hybridization of salespeople and Digital ecosystem empowerment, two boundary conditions: Multi-actor integration and Acceleration, and 23 sub-dimensions driving change in selling. The study also provides guidance for managerial practices, which is crucial due to the high failure rate of attempts at transforming sales.

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A multidimensional perspective of business-to-business sales success: A meta-analytic review

Cited by 37 publications

References 104 publications

The state of lead scoring models and their impact on sales performance

The state of lead scoring models and their impact on sales performance

An examination of salesperson bricolage during a critical sales disruption: Selling during the Covid-19 pandemic

The transformation of selling for value co-creation: Antecedents and boundary conditions

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