Skip to main content
SpringerLink
Log in

Digital Sales Excellence: Systematischer Einsatz neuer Technologien im operativen Vertrieb

  • Chapter
  • First Online:
Digitalisierung im Vertrieb

Zusammenfassung

Die Digitalisierung bedeutet für den Vertrieb einen fundamentalen Wandel. Der Beitrag reflektiert die aktuelle Fachdiskussion kritisch und analysiert den Stand der Wissenschaft. Darauf aufbauend wird ein Ansatz für Digital Sales Excellence vorgestellt, der bei den der Vertriebsstrategie ansetzt, diese durch die Verknüpfung mit einem Vertriebsmodell zu einer Entscheidungsmatrix für den systematischen Einsatz neuer Technologien im Vertrieb entwickelt und schließlich konkret unternehmensspezifischen Vertriebsprozessen zugeordnet.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 59.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

Literatur

  • Agnihotri, R., Kothandaraman, P., Kashyap, R., & Singh, R. (2012). Bringing „social“ into sales: The impact of salespeople’s social media use on service behaviors and value creation. Journal of Personal Selling & Sales Management, 32(3), 333–348.

    Article  Google Scholar 

  • Ahearne, M., Jelinek, R., & Rapp, A. (2005). Moving beyond the direct effect of SFA adoption on salesperson performance: Training and support as key moderating factors. Industrial Marketing Management, 34(4), 379–388.

    Article  Google Scholar 

  • Albers, S., & Krafft, M. (2013). Vertriebsmanagement. Wiesbaden.

    Google Scholar 

  • Andzulis, J. M., Panagopoulos, N. G., & Rapp, A. (2012). A review of social media and implications for the sales process. Journal of Personal Selling & Sales Management, 32(3), 305–316.

    Article  Google Scholar 

  • Backhaus, K., & Voeth, M. (2014). Industriegütermarketing (10. Aufl.). München.

    Google Scholar 

  • Binckebanck, L. (2013). Grundlagen zum strategischen Vertriebsmanagement. In L. Binckebanck, A.-K. Hölter, & A. Tiffert (Hrsg.), Führung von Vertriebsorganisationen (S. 3–35). Wiesbaden.

    Google Scholar 

  • Binckebanck, L. (2014a). Zwischen High Tech und High Touch. Acquisa, 62(11–12), 18–21.

    Google Scholar 

  • Binckebanck, L. (2014b). Management der Verkaufskultur in der strategischen Geschäftsentwicklung. Sales Management Review, 23(3), 50–56.

    Article  Google Scholar 

  • Binckebanck, L. (2015). Marketing für Wohnimmobilien. In D. Arnold, N. B. Rottke, & R. Winter (Hrsg.), Wohnimmobilien. Wiesbaden. (im Druck).

    Google Scholar 

  • Bush, A. J., Moore, J. B., & Rocco, R. (2005). Understanding sales force automation outcomes: A managerial perspective. Industrial Marketing Management, 34(4), 369–377.

    Article  Google Scholar 

  • Bußmann, W. F. (2011). Jetzt das vertriebliche Chancenpotenzial nutzen. In L. Binckebanck (Hrsg.), Verkaufen nach der Krise (S. 73–87). Wiesbaden.

    Google Scholar 

  • Christ, P., & Anderson, R. (2011). The impact of technology on evolving roles of salespeople. Journal of Historical Research in Marketing, 3(2), 173–193.

    Article  Google Scholar 

  • Creative, B. (2013). Studie zur Vertriebskommunikation der Zukunft. München.

    Google Scholar 

  • Dannenberg, H. (1997). Vertriebsmarketing – Wie Strategien laufen lernen (2. Aufl.). Neuwied.

    Google Scholar 

  • Dannenberg, H. (2013). Grundlagen zum Aktivitätsmanagement im Vertrieb. In L. Binckebanck, A.-K. Hölter, & A. Tiffert (Hrsg.), Führung von Vertriebsorganisationen (S. 435–444). Wiesbaden.

    Google Scholar 

  • Davis, F. D. (1986). A technology acceptance model for testing new end-user information systems: Theory and results. Cambridge: MIT.

    Google Scholar 

  • Digitalization Think Lab. (2012). Social media think:lab thought leaders’ summit 2012. http://www.socialmediathinklab.com/social-media-thinklab-thought-leaders-summit. Zugegriffen: 31. Jan. 2015.

  • Donaldson, B., & Wright, G. (2004). Sales force automation in the UK pharmaceutical industry: Why is the strategic potential of these systems not being realised in practice? International Journal of Medical Marketing, 4(3), 251–263.

    Article  Google Scholar 

  • Eggert, A., & Serdaroglu, M. (2011). Exploring the impact of sales technology on salesperson performance: A task-based approach. Journal of Marketing Theory and Practice, 19(2), 169–185.

    Article  Google Scholar 

  • Erffmeyer, R. C., & Johnsons, D. A. (2001). An exploratory study of sales force automation practices: Expectations and realities. Journal of Personal Selling & Sales Management, 21(2), 167–175.

    Google Scholar 

  • Giebelhausen, M., Robinson, S. G., Sirianni, N. J., & Brady, M. K. (2014). Touch versus Tech: When technology functions as a barrier or a benefit to Service Encounters. Journal of Marketing, 78(4), 113–124.

    Article  Google Scholar 

  • Gordon, I. (1998). Relationship marketing. Toronto: Willey.

    Google Scholar 

  • Gummesson, E. (1997). Relationship-marketing. Landsberg a. Lech.

    Google Scholar 

  • Hennig-Thurau, T. (2014). „Flipper statt Bowling“ – Kamingespräch mit Jürgen Scharrer. Horizont, 30, 12–13.

    Google Scholar 

  • Hennig-Thurau, T., vor dem Esche, J., & Wege, E. (2014). Marketing in der digitalen Welt. Harvard Bus Manage, 9, 34–43.

    Google Scholar 

  • Hollenbeck, C. R., Zinkhan, G. M., French, W., & Song, J. H. (2009). E-Collaborative networks: A case study on the new role of the sales force. Journal of Personal Selling & Sales Management, 29(2), 125–136.

    Article  Google Scholar 

  • Homburg, C. (2015). Marketingmanagement (5. Aufl.). Wiesbaden: Gabler Verlag.

    Google Scholar 

  • Homburg, C., & Schneider, J. (2001). Industriegütermarketing. In D. K. Tscheulin & B. Helmig (Hrsg.), Branchenspezifisches Marketing (S. 587–613). Wiesbaden: Gabler Verlag.

    Chapter  Google Scholar 

  • Homburg, C., Schäfer, H., & Schneider, J. (2010a). Sales Excellence – Vertriebsmanagement mit System (6. Aufl.). Wiesbaden: Gabler Verlag.

    Book  Google Scholar 

  • Homburg, C., Wieseke, J., & Kuehnl, C. (2010b). Social influence on salespeople’s adoption of sales technology: A multilevel analysis. Journal of the Academy of Marketing Science, 38(2), 159–168.

    Article  Google Scholar 

  • Honeycutt, E. D. Jr., Thelen, T., Thelen, S. T., & Hodge, S. K. (2005). Impediments to sales force automation. Industrial Marketing Management, 34(4), 313–322.

    Article  Google Scholar 

  • Huckemann, M., Bußmann, W. F., Dannenberg, H., & Hundgeburth, M. (2000). Verkaufsprozess-Management. Neuwied.

    Google Scholar 

  • Hunter, G. K., & Perrault, W. D. Jr. (2006). Sales technology orientation, information effectiveness, and sales performance. Journal of Personal Selling & Sales Management, 26(2), 95–113.

    Article  Google Scholar 

  • Hunter, G. K., & Perrault, W. D. Jr. (2007). Making sales technology effective. Journal of Marketing, 71(1), 16–34.

    Article  Google Scholar 

  • Ingram, T. N., LaForge, R. W., & Leigh, T. W. (2002). Selling in the new millennium: A joint agenda. Industrial Marketing Management, 31(7), 1–9.

    Article  Google Scholar 

  • van Ittersum, K., & Feinberg, F. M. (2010). Cumulative timed intent: A new predictive tool for technology adoption. Journal of Marketing Research, 47(5), 808–822.

    Article  Google Scholar 

  • Jelinek, R., Ahearne, M., Mathieu, J., & Schillewaert, N. (2006). A longitudinal examination of individual, organizational, and contextual factors on sales technology adoption and job performance. Journal of Marketing Theory and Practice, 14(1), 7–23.

    Article  Google Scholar 

  • Johnston, M. W., & Marshall, G. W. (2013). Sales force management (11 Aufl.). New York: Routledge.

    Google Scholar 

  • Jones, E., Brown, S. P., Zoltners, A. A., & Weitz, B. A. (2005). The changing environment of selling and sales management. Journal of Personal Selling & Sales Management, 25(2), 105–111.

    Google Scholar 

  • Kahn, G. N., & Schuchmann, A. (1961). Specialize your salesmen! Harvard Business Review, 39(1), 90–98.

    Google Scholar 

  • Kieser, H.-P. (2012). Variable Vergütung im Vertrieb. Wiesbaden: Gabler Verlag.

    Book  Google Scholar 

  • Kuruzovich, J. (2013). Sales technologies, sales force management, and online infomediaries. Journal of Personal Selling & Sales Management, 33(2), 211–224.

    Article  Google Scholar 

  • Landry, T. D., Arnold, T. J., & Arndt, A. (2005). A compendium of sales-related literature in customer relationship management: Processes and technologies with managerial implications. Journal of Personal Selling & Sales Management, 25(3), 231–251.

    Google Scholar 

  • Lanier, J. (2014). Der High-Tech-Frieden braucht eine neue Art von Humanismus. http://www.friedenspreis-des-deutschen-buchhandels.de/819312. Zugegriffen: 1. Feb. 2015.

  • Leigh, T. W., & Marshall, G. W. (2001). Research priorities in sales strategy and performance. Journal of Personal Selling & Sales Management, 21(2), 83–93.

    Google Scholar 

  • Marshall, G. W., Moncrief, W. C., & Lassk, F. G. (1999). The current state of sales force activities. Industrial Marketing Management, 28(1), 87–98.

    Article  Google Scholar 

  • Marshall, G. W., Moncrief, W. C., Rudd, J. M., & Lee, N. (2012). Revolution in sales: The impact of social media and related technology on the selling environment. Journal of Personal Selling & Sales Management, 32(3), 349–363.

    Article  Google Scholar 

  • Mathieu, J. M., Ahearne, M., & Taylor, S. R. (2007). A longitudinal cross-level model of leader and salesperson influences on sales force technology use and performance. Journal of Applied Psychology, 92(2), 528–537.

    Article  Google Scholar 

  • Meffert, H., Burmann, C., & Kirchgeorg, M. (2012). Marketing – Grundlagen marktorientierter Unternehmensführung (11. Aufl.). Wiesbaden: Gabler Verlag.

    Google Scholar 

  • Moutot, J.-M., & Bascoul, G. (2008). Effects of sales force automation use on sales force activities and customer relationship management processes. Journal of Personal Selling & Sales Management, 28(2), 167–184.

    Article  Google Scholar 

  • Musalem, A., & Joshi, Y. V. (2009). How much should you invest in each customer relationship? A competitive strategic approach. Marketing Science, 28(3), 555–565.

    Article  Google Scholar 

  • Nielsen, J. (2006). The 90-9-1 rule for participation inequality in social media and online communities. http://www.nngroup.com/articles/participation-inequality. Zugegriffen: 24. Jan. 2015.

  • O’Leary, D. E. (2008). Gartner’s hype cycle and information system research issues. International Journal of Accounting Information Systems, 9(4), 240–252.

    Article  Google Scholar 

  • Panagopoulos, N. G., & Avlonitis, G. J. (2010). Performance implications of sales strategy: The moderating effects of leadership and environment. International Journal of Research in Marketing, 27(1), 46–57.

    Article  Google Scholar 

  • Parthasarathy, M., & Sohli, R. S. (1997). Salesforce automation and the adoption of technological innovations by salespeople: Theory and implications. Journal of Business and Industrial Marketing, 12(3–4), 196–208.

    Article  Google Scholar 

  • Peck, H., Payne, A., Christopher, M., & Clark, M. (1999). Relationship marketing. Oxford: Butterworth-Heinemann.

    Google Scholar 

  • Puscher, F. (2014). Die neun größten Social-Media-Irrtümer. absatzwirtschaft, 57(11), 22–28.

    Google Scholar 

  • Rapp, A., Ahearne, M., Mathieu, J., & Rapp, T. (2010). Managing sales teams in a virtual environment. International Journal of Research in Marketing, 27(3), 213–224.

    Article  Google Scholar 

  • Rodriguez, M., & Honeycutt, E. D. Jr. (2011). CRM’s impact on B2B sales professionals’ collaboration and sales performance. Journal of Business-to-Business Marketing, 18(4), 335–356.

    Article  Google Scholar 

  • Rodriguez, M., Peterson, R. M., & Krishnan, V. (2012). Social media’s influence on business-to-business sales performance. Journal of Personal Selling & Sales Management, 32(3), 365–378.

    Article  Google Scholar 

  • Rogers, E. (1995). Diffusion of innovations. New York: Free Press.

    Google Scholar 

  • Rutschmann, M., & Belz, C. (2014). Reales marketing. Stuttgart: Poeschel Verlag.

    Google Scholar 

  • Scheffer, D., & Moede, D. (2013). Selektionskriterien für Mitarbeiter im Vertrieb. In L. Binckebanck, A.-K. Hölter, & A. Tiffert (Hrsg.), Führung von Vertriebsorganisationen (S. 51–66). Wiesbaden: Springer.

    Chapter  Google Scholar 

  • Schillewaert, N., Ahearne, M. J., Frambach, R. T., & Moenaert, R. K. (2005). The adoption of information technology in the sales force. Industrial Marketing Management, 34(4), 323–336.

    Article  Google Scholar 

  • Shoemaker, M. E. (2001). A framework for examining IT-enabled market relationships. Journal of Personal Selling & Sales Management, 21(2), 177–185.

    Google Scholar 

  • Speier, C., & Venkatesh, V. (2002). The hidden minefields in the automation of sales force automation technologies. Journal of Marketing, 66(3), 98–111.

    Article  Google Scholar 

  • Stephen, A. T., & Toubia, O. (2010). Deriving value from social commerce networks. Journal of Marketing Research, 47(2), 215–228.

    Article  Google Scholar 

  • Stoddard, J. E., Clopton, S. W., & Avila, R. A. (2006). An analysis of the effects of sales force automation on salesperson perceptions of performance. Journal of Selling and Major Account Management, 6(1), 38–56.

    Google Scholar 

  • Storbacka, K., Polsa, P., & Sääksjärvi, M. (2011). Management practices in solution sales: A multilevel and cross-functional framework. Journal of Personal Selling & Sales Management, 31(1), 35–54.

    Article  Google Scholar 

  • Tanner, J. F., Ahearne, M., Leigh, T. W., Mason, C. H., & Moncrief, W. C. (2005). CRM in sales-intensive organizations: A review and future directions. Journal of Personal Selling & Sales Management, 25(2), 170–180.

    Google Scholar 

  • Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186–204.

    Article  Google Scholar 

  • Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478.

    Google Scholar 

  • Weinstein, L., & Mullins, R. (2012). Technology usage of sales teams: A multilevel analysis of the antecedents of usage. Journal of Personal Selling & Sales Management, 32(2), 245–259.

    Article  Google Scholar 

  • Weis, H. C. (2010). Verkaufsmanagement (7. Aufl.). Herne: Kiehl.

    Google Scholar 

  • Weitz, B. A., & Bradford, K. D. (1999). Personal selling and sales management: A relationship marketing perspective. Journal of Academy of Marketing Science, 27(2), 241–254.

    Article  Google Scholar 

  • Widmier, S. M., Jackson, D. W., & McCabe, D. B. (2002). Infusing technology into personal selling. Journal of Personal Selling & Sales Management, 22(3), 189–198.

    Google Scholar 

  • Winkelmann, P. (2012). Vertriebskonzeption und Vertriebssteuerung (5. Aufl.). München: CRM.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Marketing & International Management, Nordakademie- Hochschule der Wirtschaft, Köllner Chaussee 11, 25337, Elmshorn, Deutschland

    Prof. Dr. Lars Binckebanck

Authors
  1. Prof. Dr. Lars Binckebanck
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Lars Binckebanck .

Editor information

Editors and Affiliations

  1. Nordakademie – Hochschule der Wirtschaft, Elmshorn, Schleswig-Holstein, Germany

    Lars Binckebanck

  2. Hochschule Esslingen University of Applied Sciences, Esslingen, Germany

    Rainer Elste

Rights and permissions

Reprints and permissions

Copyright information

© 2016 Springer Fachmedien Wiesbaden

About this chapter

Cite this chapter

Binckebanck, L. (2016). Digital Sales Excellence: Systematischer Einsatz neuer Technologien im operativen Vertrieb. In: Binckebanck, L., Elste, R. (eds) Digitalisierung im Vertrieb. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-05054-2_20

Download citation

  • DOI: https://doi.org/10.1007/978-3-658-05054-2_20

  • Published:

  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-05053-5

  • Online ISBN: 978-3-658-05054-2

  • eBook Packages: Business and Economics (German Language)

Publish with us

Policies and ethics

Search

Navigation