Performance in B2B Sales: An Explanation of How Channel Management and Communication Influence a Firm’s Performance

Abstract

Communication between seller and buyer is done through multiple channels. There are multiple ways to use technical media and channel selection to create more information, but does this lead to a better performance of a firm? Research on the impact of different marketing channels in the industry regarding performance factors remains scarce. The performance of a firm is the most significant factor and will be monitored through different attributes. The purpose of this paper is to review the drivers of a sales process in terms of sales cycles, channels and communication in relation to it’s effect on performance. Beyond the characteristics of sales the review delineates the changes from the past to the present. The contribution of this review is to understand the various capabilities in channel management and communication that can be adapted to the sales process and increase a firm’s performance.

Fostering Global Resilience Through Cross-Cultural Collaboration

“…In recent years, the landscape of B2B market relations has undergone significant changes with the advent of new technologies that have reshaped the time and space within which these transactions occur (Günther, 2021). The marketing strategies employed in B2B markets should be seen as strategies in which "companies, institutions, or governments acquire goods or services to incorporate into their products or services or to resell with other products or services to other companies, institutions, or governments..." (Anderson et al, 2009, as cited by Teixeira, 2020.…”

“…These resources are the primary influencers of the purchasing decision-making process, making it essential for the selling company to engage with the other organization using effective communication with the aim of satisfying all parties involved in this dynamic process. As a result, transactions in B2B sectors have evolved in recent years (Günther, 2021) moving away from traditional methodologies that primarily focused on the product.…”