Challenges in sales: a multinational study

Previous research on attitudes toward challenges faced in the future roles of sales professionals has focused on one or a few countries or a specific change in technology. In this study, we wanted to look at the phenomenon more comprehensively from a global perspective and without being limited to any predetermined change. To identify major challenges for success in a changing market environment this study sampled a total of 1,247 salespersons and sales managers in 21 countries. The purpose was that the results would help marketing and sales managers more accurately create and implement sales strategies their teams. We found that digitalisation was the most frequently mentioned challenge, followed by challenges from changing competitive forces. The concerns mentioned seemed to be independent of the work experience, education, or management level of the respondents. The study provides insights into country differences in the importance of the challenges.