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

Author

Listed:
  • Ryan Mullins

    (Clemson University)

  • Raj Agnihotri

    (Iowa State University)

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.

Suggested Citation

  • Ryan Mullins & Raj Agnihotri, 2022. "Digital selling: organizational and managerial influences for frontline readiness and effectiveness," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 800-821, July.
    • Handle: RePEc:spr:joamsc:v:50:y:2022:i:4:d:10.1007_s11747-021-00836-5
    DOI: 10.1007/s11747-021-00836-5
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    Cited by:

    1. Mullins, Ryan & Swain, Scott & Friend, Scott B., 2023. "How and should firms motivate salesperson effort across a Multi-Brand Portfolio?," Journal of Business Research, Elsevier, vol. 158(C).
    2. Sebastian Goldmann & Michael Knörzer, 2023. "Technology advancement propels work productivity: Empirical efficiency potential determination in marketing and sales," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 44(4), pages 1962-1977, June.

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