Digital selling: organizational and managerial influences for frontline readiness and effectiveness

Ryan Mullins () and Raj Agnihotri ()
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Ryan Mullins: Clemson University
Raj Agnihotri: Iowa State University

Journal of the Academy of Marketing Science, 2022, vol. 50, issue 4, No 9, 800-821

Abstract: Abstract To provide much-needed guidance for digital transformations in sales organizations, we draw from change readiness theory to propose a digital selling effectiveness framework. Based on a cross-industry sample of 225 salespeople across 69 sales organizations, findings reveal key organizational and managerial influence mechanisms that impact digital selling readiness, and consequently, effectiveness. We discover that digital selling psychological climate drives digital selling readiness; however, results also reveal the strong influence marketing has over this relationship. Marketing-sales joint rewards increase the influence of digital selling climate on readiness, whereas marketing-sales rivalry weakens such influence. On the managerial side, positive outcome framing, an apprising managerial influence tactic, positively impacts digital selling readiness. At the same time, sanction influence tactics negate the effect of positive outcome framing on readiness while consultation tactics yield little influence. Importantly, we demonstrate an association between digital selling readiness and effectiveness, illustrating a performance-based approach for successful digital transformation.

Keywords: Digital selling; Digital selling readiness; Psychological climate; Marketing-sales cooperation; Managerial influence tactics (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (3)

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DOI: 10.1007/s11747-021-00836-5

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