Hybrid sales structures in the age of e-commerce

Sales profession and professionals in the age of digitization and artificial intelligence technologies: concepts, priorities, and questions

“…Aiming to increase selling efficiency, reduce costs and increase customer value, B2B companies are increasingly digitizing sales channels, complementing their sales forces with channels that require online rather than personal interaction (Thaichon et al 2018). For instance, several B2B companies are introducing self-service technologies for customers, such as online shops that allow browsing for items, placing orders, and tracking shipping.…”

“…Specifically, by treating digital sales channels as a tool to serve customers, salespeople may create value through increased speed of service as well as time and cost savings. In our view, an intriguing research void in this respect refers to the question how salespeople do and should integrate digital sales channels in their selling efforts (e.g., Ahearne and Rapp 2010;Thaichon et al 2018 Well-known examples include Amazon and Netflix that provide personalized product recommendations to fulfill customers' needs (Wedel and Kannan 2016). The field of B2B selling is witnessing a similar infusion of AI technologies all along the sales funnel.…”

“…Many organizations have relied on this growth to complement their outside sales force and online channels to create hybrid sales structures. As a relatively new form of sales force design, hybrid sales structures heavily rely on coordination between inside sales, outside sales, and online channels to deliver value along the various points in the customer purchase process (Thaichon et al 2018).…”

“…Another significant change that is impacting selling today is the tighter integration of technology within the sales processes (Thaichon et al 2018). The ever-increasing use of technologies and tools such as artificial intelligence, online content, as well as a variety of digital channels and other technological platforms are making it possible for business organizations to not only customize their value propositions but also enhance buyers' experience during the sales process.…”

“…First, hybrid sales organizations, which utilize digital channels alongside inside and outside salespeople, are becoming more prevalent. While theoretical frameworks have been proposed (e.g., social exchange theory, network theory, value creation) to understand hybrid sales organizations (see Thaichon et al 2018), this new sales organization poses many new challenges that have yet to be studied. For example, by its nature, hybrid sales organizations will generate multiple touchpoints and value exchanges between members of the sales organization and customers.…”