Annual Research: Digital TrAction: Transformation in Action
Expected output and objectives of research: the aim is to identify, analyse and model concrete example of companies’ practices in supporting and executing projects of sales transformation, thus creating the organizational conditions to overcome the barriers to changes linked to the Digital Commercial Transformation (DCT).
Thinking to the DCT the research will explore the “sales process re-definition”, the “talent acquisition”, the “training & development”, the “process & performance evaluation”, the “motivation, rewards & compensation management”.
Main outcome of the research will be a collection of cases/experiences on critical issues faced by the companies, solutions implemented, insights, trends and key-learning points.
Timing: March – December 2019
Annual research project: “Digital commercial transformation plan”
Expected output and objectives of research: Explore the sales processes that companies are transforming with a digital perspective, their strategic objectives, tools and organizational requirements. The quali-quantitative project also aims to provide ideas for how to design and refine a Digital Commercial Transformation Plan.
Annual research project: “Sales Content Management System
Expected output and objectives of research: Sales Content Management System is all the content organized in work tools that are available to the sales networks through various channels and processes for carrying out sales activities.
The research investigated:
- What content/tools are wanted, used and deemed useful by the salesforce for developing and managing sales relationships;
- What technology supports the management of information and how does it impact sales performances; what are the barriers to the use of content/tools in the various stages of sales processes and relationship management.
In doing so, the innovative indicator of Sales Content Management Barometer was created, an indicator that can measure and assess Quality, Knowledge, Use, and Management Capability.
Digital & Social Selling*
Expected output and objectives of research: Examine what social and digital tools are used and how often by salespersons and supervisors in their sales activities; what are the goals and results, and during what stages of sales processes. In answering these questions, the research created a Digital & Social Selling Index that can measure the use of tools, their relative capabilities and perceived impact on results (including with an internal and external benchmarking perspective).
The Digital & Social Selling Index research was awarded the first Sales Education Foundation award, in the Special Interest Group on Sales of the American Marketing Association.
Annual research project “Sales in the “control room”.
Expected output and objectives of research: Measure the perceptions of Italian executives on the role of Sales in businesses. In particular, identify which sales skills are considered strategic for their companies and useful for reaching leadership positions. Aspects analyzed: the importance of sales skills for the success of the company; the importance of sales skills and experience for the career of a manager; the skills developed in sales that are considered most important; what companies need to attract and keep talents in sales.
Sales: A wonderful job? Perceptions and prospects of sales professions (Bocconi University in collaboration with CEL).
Expected output and objectives of research: The research showed the perceptions and stereotypes associated with the role of salespersons. Then, experiences and visions about the future development of the profession of salesperson and management implications were debated.