Business-to-business selling in the post-COVID-19 era: Developing an adaptive sales force

Deva Rangarajan, Arun Sharma, Teidorlang Lyngdoh, Bert Paesbrugghe

Research output: Contribution to journalArticlepeer-review


The COVID-19 pandemic has changed how salespeople interact with customers and with business-to-business (B2B) organizations. Organizations must confront the shifts in how their salespeople operate. Recent research recommends firms develop an adaptive sales force to address disruptions like a pandemic and be prepared to meet such challenges in the future. Based on interviews with marketing and sales executives, we explore how firms have responded to these interconnected changes during the COVID-19 pandemic and offer insight into best practices deployed across industries.

Original languageEnglish (US)
JournalBusiness Horizons
StateAccepted/In press - 2021


  • Adaptive sales force
  • B2B sales
  • COVID-19 pandemic
  • Digital transformation
  • Sales conversation
  • Sales technology

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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