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The topics of this chapter are quite fundamental for the book. The chapter deals with value in B2B; what is value, what creates value, how could value be identified, estimated, and exploited. For these reasons, the chapter presents a value calculation model and carries out a critical discussion of the meaningfulness of doing such calculations.

A second theme is a discussion about solution sales relative to product sales and also systems selling. We also provide a comparison between business ventures focusing on selling goods, a goods-dominant logic, relative to services, a service-dominant logic. This comparison is made with reference to the two underlying themes of the book, the solution-oriented business and the continuously ongoing organizing activities.

Integrating relationship marketing and management research, the author explores internal selling (i.e., a salesperson’s internally focused efforts intended to identify, solicit, and use internal sales resources to support external selling activities) as a unique source of salespeople role stress and examine its contingent outcomes. The conceptual model suggests that internal selling as a job demand and stressor leads to increased salespeople role stress. However, a number of situational (i.e., selling organization market orientation, service climate, and seller–buyer relationship) and individual factors (i.e., networking ability and psychological capital of the salespeople) serve as job and personal resources to moderate the internal selling–outcome relationships, such that when such resources are adequate, internal selling will reduce role stress and increase sales performance. The author also examines situational (i.e., customer solutions offering and formalization of the selling organization) and individual (i.e., salespeople power and social status) antecedents of internal selling. The model provides useful insights and practical guidance for selling organizations to recognize mechanisms associated with internal selling in their organizations, and to intentionally design within organization support systems to enhance salespeople well being and enable them to participate effectively in the relational process of selling. The chapter stresses the need to develop context-specific stress models for different occupations and job roles.

This paper draws on the experiences of project marketing and solution selling to improve the understanding of how to create superior value for customers. Project marketing and solution selling have both developed approaches to deal with complex marketing situations for a number of years now. The upstream mobilization of customer network actors and the downstream enlargement of the content and scope of the offering are the key features of these approaches.

This paper presents two case studies to focus attention on elements that are crucial to this twin-track approach. The downstream extension of the offering relies on services supporting the customer's action (SSC), which supplement traditional services that support the supplier's product (SSP). The upstream extension leads to an introduction to other types of services or elements of the offering – the services supporting the customer's network actors (SSCN).

Furthermore, the paper proposes a marketing process that takes the supplier's viewpoint, for whom the entire approach is a network mobilization, into account. This approach to the offering, which included SSP, SSC, and SSCN, is typical of a network strategy in which the supplier recruits and enrolls new actors to (re)model the buying center.

This marketing process is in tune with the latest developments of the service-dominant (S-D) logic, as it proposes a move from the value chain toward a value-creation network/constellation. Consequently, creating superior value for customer means mobilizing and servicing actors far beyond the boundaries of the buying center, supply chain, and customer solution net.

Three major environmental changes are taking place regarding business-to-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.

In this research we explore the issue of “competence management,” as usually defined in the corporate vocabulary, mostly in the human resource (HR) function, and more particularly of “strategic competence management” (long-run management of competences which are critical to achieve strategic goals). We try to show that competence management is a dynamic organizational competence. We analyze it in the case of a large European telecommunications company, France Télécom, in the years 2001–2003. The telecommunications sector is characterized by quick changes in technology, markets, and industrial structures, and therefore a high level of uncertainty. It is also a high-tech activity, based upon continuously evolving personal skills which require long education and training times. There is an apparent contradiction between uncertainty, which makes planning difficult, and the necessity to plan new competence development with long response times. This contradiction cannot be solved if competences are defined in a static way, as structural attributes of actual or potential employees or groups of employees. The strategic competence management issue must be considered rather in the frame of a dynamic, process-based view, which involves an on-going collective and reflexive activity of actors themselves to define and manage their competences. We tested process-based competence management in the case of two telecommunication domains: high bit-rate ADSL telecommunications and Internet services to small and medium businesses. The reflexive and collective competence management process had to be instrumented with instruments which did not aim at an accurate representation of competences as objects, but rather tried to offer a meaningful support for actors’ continuous (re)interpretation of present and future work situations in terms of critical competences. As a conclusion we extend the example of competence management instruments to the general issue of management instruments, in the context of uncertain and dynamic environments. Information-based theories of instruments view instruments as specular representations of situations, which allow optimal or satisficing problem-solving procedures. But when business environments continuously evolve and resist prediction, we must move toward an interpretive view of management instruments as meaningful signs, which help actors to make sense of the situations in which they are involved. Their relevance is not an absolute ontological truth but the practical effectiveness of their context-situated utilization and interpretation. A semiotic and pragmatist theory of activity and instruments can then be proposed.

In an increasingly technology-driven retail landscape, retailers face the challenge of making the most effective decisions regarding the selection and use of innovative technology. Although previous research provides insights into the added value of technology, it does not directly guide retailers in overviewing and selecting technology that supports their sales operations. This chapter contributes to the field of retail technology studies by introducing a sales-oriented model intended to assist retailers in inventorying available technologies and making decisions regarding the selection and use of these technologies for their physical stores. The model uses an updated version of the seven steps of selling as a foundation and, in line with the resource life cycle, decision support system and self-service technology literature streams, proposes applying technology in such a way that it supports the stages of the retailer's sales process. This chapter concludes with a discussion of practical guidelines for applying the model.

The purpose of this chapter is to set the stage for the rest of the book. It is based on a number of interesting observations illustrating contemporary activities in regard to a broad range of sales-related topics. Among other observations are a number of developments that have followed with digitalization.

The chapter presents the core themes of the book and provides rationales for the choices. The themes are: value-based offerings, solution-oriented business, and on-going efforts of organizing to manage the multitude of issues connected to sales and marketing.

A second issue is the presentation of a framework against which to position important core issues in sales management. This includes aspects of organizational design, leadership, technology support, and more. All these are organized into four main categories. This “map” is utilized to position the coming parts and chapters.

In this chapter, a qualitative study of successful sales organizations is reported. Based on the findings, different concepts are derived. The aim of the conceptual development is to help describing the processes of managing a sales organization. It is a new model created from the ground. Still, we can easily see the similarities to the findings and connections to important concepts from established literature.

The interplay between structure and processes, “the frame,” and individual’s development turns out to be at the core of successful sales organizations. This interplay is coined organizational balancing.

The study and this chapter contribute to the extant discussion of causalities between specific factors influencing the sales process, a holistic approach seems highly relevant. However, one specific factor, namely the role of leadership will also be examined.

The core of managing a sales organization effectively is to be aware and take into consideration how the frame and the individual are intervened into each other. They exist in a complex interplay that is in constant flux. That is the message of organizational balancing.