Abstract
The year 2020 has been one of the most remarkable in contemporary history with a significant influence on basic economic structures. It was a landmark for the transfer from the traditional into a digital and virtual economic world. But the COVID-19 crisis only accelerated a fundamental change which started two decades ago with the use of the Internet for researching information and purchasing online.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Abdelnour, A. et al. (2019). The coming shakeout in industrial distribution and five keys to outperform in the years ahead. mckinsey.com/industries/advanced-electronics/our-insights/the-coming-shakeout-in-industrial-distribution. Published: May 3 2019.
Amat, A. et al. (2020). These eight charts show how COVID-19 has changed B2B sales forever. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/these-eight-charts-show-how-covid-19-has-changed-b2b-sales-forever. Published: October 11 2020.
Anderson, B. (2019). 2019 B2B buyers survey report. demandgenreport.com/resources/research/the-2019-B2B-buyers-survey-report. Accessed 20 Dec 2020.
Brooks, A. (2020). The complete guide to lead qualification & scoring. ventureharbour.com/lead-qualification-scoring-guide/. Published: August 12 2020.
Burgess, B., & Munn, D. (2017). A Practioner’s guide to account based marketing: Accelerate growth in strategic accounts. Kogan Page.
Chakravarty, A. (2014). Supply chain transformation: Evolving with emerging business paradigms. Springer.
Curiel, E. (2020). Considerations on global social media marketing. In N. Rana et al. (Hrsg.), Digital and social media marketing: Emerging applications and theoretical development (S. 229–238). Springer.
Davis, T., et al. (2016). Talent assessment: A New strategy for talent development, eBook edition. Routledge.
Didner, P. (2019). Effective sales enablement: Achieve sales growth through collaborative sales and marketing. Kogan Page.
Dinana, H. (2020). Insights-driven sales management. In S. Khan & S. Sümer (Hrsg.), Modern perspectives in business applications (S. 69–86). Intech Open.
Eglof, D. (2019). Contrasting customer segmentation and customer tiering. blogs.gartner.com/dave-egloff/2019/03/28/contrasting-customer-segmentation-and-customer-tiering/. Published: March 28 2019.
Espinoza, J. (2021). Going digital quickly is a priority for private equity. ft.com/content/1ba9d897-d3b2-4786-a8c0-304617d817a7?shareType=nongift. Published: January 25 2021.
Flashman, G. (2020). Powerful B2B content: Using brand journalis, to create authentic and compelling storytelling. Kogan Page.
Gallant, J. (2021). 50+LinkedIn statistics for 2021. foundationinc.co/lab/b2b-marketing-linkedin-stats. Accessed 10 Jan 2021.
GLG. (2019). 2019 CEO survey. glginsights.com/de/whitepapers/2020-ceo-survey. Accessed 20 Dec 2021.
Green, J., Henneman, M., & Antov, D. (2018). Optimizing growth: Predictive and profitable strategies to understand demand and outsmart your competitors. Wiley.
Hague, P., & Hague, N. (2018). B2B customer experience: A practical guide to delivering exceptional CX. Kogan Page.
Hall, S. (2017). Innovative B2B marketing: New models, Processes and theory. Kogan Page.
Hall, S. (2020). B2B digital marketing strategy: How to use new frameworks and models to achieve growth. Kogan Page.
Handley, A., & Chapman, C. (2012). Content rules: How to create killer blogs, podcasts, Ebooks, webinars (and more) that engage customers and ignite your business. John Wiley.
Hannig, U. (2017). Marketing und Sales Automation. In U. Hannig (Hrsg.), Marketing und Sales Automation: Grundlagen, Tools, Umsetzung. Alles, was Sie wissen müssen (S. 3–18). SpringerGabler.
Harding, A. (2020). The power of native advertising for your B2B brand. www.b2bmg.com/en/b2b-blog/the-power-of-native-advertising-for-your-b2b-brand. Published: June 19 2020.
Hauk, N., Hüffmeier, J., & Krumm, S. (2018). Ready to be a silfer surfer? A meta-analysis on the relationship between chronological age and technology acceptance. Computers in Human Behaviour, 84, 304–319.
Henning, K. (2020). Gamechanger AI: How artificial intelligence is transforming our world. Springer.
Herbert, L. (2017). Digital transformation: Build your organization’s future for the innovation age. Bloomsburry.
IBM. (2020). Plasticbank. ibm.com/case-studies/plasticbank. Accessed 20 Dec 2020.
Kagan, N. (2020). How to post on LinkedIn. okdork.com/linkedin-publishing-success/. Published: March 20 2020.
Kandeil, D., Saad, A., & Youssef, S. (2014). A two-phase clustering analysis for B2B customer segmentation. In 2014 International Conference on Intelligent Networking and Collaborative Systems (S. 221–228). https://doi.org/10.1109/INCoS.2014.49
Kotler, P., & Pfoertsch, W. (2006). B2B Brand management. Springer.
Kreutzer, R., Rumler, A., & Wille-Baumkauff, B. (2020). B2B-Online-Marketing und Social Media: Handlungsempfehlungen und Best Practices (2. Aufl.). SpringerGabler.
Le Meunier-FitzHugh, K., & Lane, N. (2013). Collaboration between sales and marketing, market orientation and business performance in business-to-business organisations. In N. Lane (Hrsg.), Strategic sales and strategic marketing (S. 103–118). Routledge.
Leek, S., & Christodoulides, G. (2011). A literature review and future agenda for B2B branding: Challenges of branding in a B2B context. Industrial Marketing Management, 40(2011), 830–837.
Manuti, A., & De Palma, P. D. (2018). Digital HR: A critical management approach to the digitilization of organizations. Palgrave Macmillan.
McBain, J. (2020). What I see coming for the channel in 2020. go.forrester.com/blogs/what-i-see-coming-for-the-channel-in-2020. Published: Jan 7 2020.
MTU. (2017). Electrochemical machining at MTU: The most important points of the manufacturing process. youtube.com/user/MTUAeroEngines. Published: 21.7.2017.
Nasur, S. (2017). A framework for CRM: Understanding CRM concepts and ecosystems. In Management Association (Hrsg.), Advertising and branding: Concepts, methodologies, tools and applications (S. 361–412). IGI Global.
Needles, A. (2012). Balancing the demand equation: The elements of a successful, modern B2B demand generation model. New Year Publishing.
Niermann, P., & Schmitz, A. (2020). Digitale Disruption: So lernen wir morgen! In M. Harwardt, F.-J. Niermann, A. Schmutte, & A. Steuernagel (Hrsg.), Führen und Managen in der digitalen Transformation: Trends, Best Practices und Herausforderungen (S. 313–329). SpringerGabler.
Orvos, J. (2018). Achieving business agility: Strategies for becoming pivot ready in a digital world. Apress.
Panafieu, O. et al. (2020). The summer of B2B marketplaces: A bright future ahead for marketplace development. https://info.mirakl.com/focus-roland-berger-summer-of-b2b-marketplaces-2020. Published: Feb 2020.
Porter, M. (1996). What is strategy? Harvard Business Review, 74(6), 61–78.
Rehm, S., & Coppeneur-Guelz, C. (2021). Digitally transforming live communication – A field study on services for event resource management. In A. Zimmermann et al. (Hrsg.), Architecting the digital transformation: Digital business, technology, decision support, management (S. 81–98). Springer.
Ryan, J. (2020). US B2B digital advertising. emarketer.com/content/us-b2b-digital-advertising. Published: Aug 13 2020.
Ryan, D. (2021). Understanding digital marketing: A complete guide to engaging customers and implementing successful digital campaigns (5. Aufl.). Kogan Page.
Seligman, J. (2018). Customer experience management – The experiential journey. Lulu.
Sen, S. (2020). Digital HR strategy: Achieving sustainable transformation in the digital age. Kogan Page.
Siroker, D., & Koomen, P. (2015). A/B testing: The most powerful way to turn clicks into customers. John Wiley.
Smith, M. (2020a). The financial impact of adding a virtual account executive to the commercial model. revenueenablement.com/the-financial-impact-of-adding-a-virtual-account-executive-to-the-commercial-model/. Published: September 4 2020.
Smith, M. (2020b). The virtual sales role: Part 2. The VAE: No more coffee and donuts adapting sales to modern buying behaviors. Part 3: The “How” of transforming the organization. blueridgepartners.com/the-virtual-sales-role-part-2. Accessed 15 Dec 2020.
Smith, M. (2020c). The virtual sales role: Adapting sales to modern buying behaviors. Part 3: The “How” of transforming the organization. blueridgepartners.com/the-virtual-sales-role-part-3-the-how-of-transforming-the-organization. Accessed 15 Dec 2020.
Smith, M. (2020d). The virtual sales role: Adapting sales to modern buying behaviors. Part 4: Making the digital transformation stick. blueridgepartners.com/wp-content/uploads/2020/02/The-Virtual-Sales-Role-Part-4-Making-the-Digital-Transformation-Stick.pdf. Accessed 15 Dec 2020.
Spiller, L. (2020). Direct, digital & data-driven marketing. SAGE Publications.
Statista. (2020). Employment worldwide by 2020, by generation. statista.com/statistics/829705/global-employment-by-generation/. Accessed 5 Jan 2021.
Steuernagel, A. (2020). Creating digital growth at international consumer goods companies. In M. Harwardt, F.-J. Niermann, A. Schmutte, & A. Steuernagel (Hrsg.), Führen und Managen in der digitalen Transformation: Trends, Best Practices und Herausforderungen (S. 361–388). SpringerGabler.
Warner, C., Lederer, W., & Moroz, B. (2020). Media selling: Digital, television, audio, print and cross-platform (5. Aufl.). John Wiley.
Weinstein, A. (2013). Handbook of market segmentation: Strategic targeting for business and technology firms (3. Aufl.). Routledge.
Whatmough, D. (2019). Digital PR. Emerald Publishing.
Wolf, R. (2020). What is programmatic advertising in B2B marketing? markletic.com/blog/what-is-programmatic-advertising-in-b2b-marketing. Published: February 4 2020.
Ye, L. (2020). The ultimate guide to sales qualification. blog.hubspot.com/sales/ultimate-guide-to-sales-qualification. Published: Dec 18 2020.
Zinkevich, A. (2019). LinkedIn content marketing. Blur.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2022 Der/die Autor(en), exklusiv lizenziert an Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature
About this chapter
Cite this chapter
Steuernagel, A. (2022). Digital Transformation of the Commercial Functions of B2B Companies. In: Harwardt, M., Niermann, P.FJ., Schmutte, A.M., Steuernagel, A. (eds) Praxisbeispiele der Digitalisierung. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-37903-2_8
Download citation
DOI: https://doi.org/10.1007/978-3-658-37903-2_8
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-37902-5
Online ISBN: 978-3-658-37903-2
eBook Packages: Business and Economics (German Language)