Emerging transformations in the business-to-business global salesforce

Research output: Chapter in Book/Report/Conference proceedingChapter

1 Scopus citations


Three major environmental changes are taking place regarding businessto-business salesforce. The first trend is the marketing discipline's shift from a product-focus to a service-focus. In response, firms are shifting their salesforce from a product-focus to providing integrated products and services or solutions to their customers. The second trend that is affecting salesforce is the enhanced utilization of technology, as technology is being used to handle some selling tasks (e.g., information provisioning). The third trend is globalization that is evolving to a stage where global salesforce originating from different countries is interacting with customers from different countries. This chapter suggests that these three trends are changing salesforce strategy, structure, and processes. The chapter reports on the decline in product-based salesforce, growth in customer-focused and global salesforce, globalization of salesforce, and the broader business and research implications. The shifts are dramatic and for researchers, it will be a new and fertile area of research.

Original languageEnglish (US)
Title of host publicationBusiness-to-Business Marketing Management
Subtitle of host publicationStrategies, Cases, and Solutions
EditorsMark Glynn, Arch Woodside
Number of pages26
StatePublished - Dec 1 2012

Publication series

NameAdvances in Business Marketing and Purchasing
ISSN (Print)1069-0964

ASJC Scopus subject areas

  • Economics, Econometrics and Finance (miscellaneous)
  • Marketing


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