Sales digitization and sales process optimisation for firm performance: Evidence from European firms

This study explores how the adoption of sales enablement platforms (SEPs) influences each stage of the business-to-business (B2B) sales process in medium-sized companies. The research addresses a critical issue, as sales digitisation is increasingly recognised as an enabler of firm performance, sales management, and customer engagement. Based on in-depth interviews with 27 chief executive officers and sales directors, along with three case studies of European medium-sized firms, this study explores how SEPs support greater collaboration and performance within firms. The findings demonstrate four dominant pathways (digital skill endowment, marketing ownership in the sales process, strategic implications and value creation), that altogether contribute to firm capabilities and sales performance. One of the key advantages of using SEPs are organisational collaboration optimization, reducing costs, increasing flexibility in implementing digitally oriented solutions and processes. We establish the foundations for future research on the digital transformation of sales and its impact on firm performance. • SEPs enhance B2B sales processes by improving intra-firm collaboration and operational efficiency. • SEPs foster marketing ownership in sales, optimise customer insights, and create value. • Adoption of SEPs drives cost reduction, increases sales flexibility, and supports digital transformation. • Our framework reveals SEPs’ role in aligning sales, marketing and management to boost performance.