Technology in Society 62 (2020) 101324 Available online 3 July 2020 0160-791X/© 2020 Published by Elsevier Ltd. Digitalization process of complex B2B sales processes – Enablers and obstacles Rocio Rodríguez * , G€ oran Svensson , Erik Jens Mehl Kristiania University College, Norway A R T I C L E INFO Keywords: Digitalization B2B Sales process Enablers Obstacles Technology ABSTRACT The purpose of this study is to shed light on the extent to which salespeople use technology throughout complex B2B sales processes. The research on technology in society considers specifcally which enablers and obstacles are most prominent in driving the digitalization of complex B2B sales processes. This research applies a post- positivism approach based on a qualitative design, using insights from case studies. Data collection is based on an in-depth series of interviews with salespeople in several companies, in order to collect information about the digitalization of complex B2B sales processes. Findings indicate that a complex B2B sales process is not easily digitalized. On the contrary, there are a number of hurdles to overcome. General results reported contextualize the major specifc one, while the specifc ones focus on enablers and obstacles in complex B2B sales processes. The research aids our understanding of the process of obtaining valid information in this context. It also helps to classify and organize different kinds of analog and digital sources and channels of information. Provides sug- gestions for further research. This study proposes using a mixed structure in the sales department to obtain benefts of communication technologies and to use what advantages digitalization provides. This may start by dividing digitalization process into functions and after that, using the remaining possibilities, by territory, ac- counts or products, depending on the company. The study reveals dimensions (indicators and context) and sub- dimensions (organizational, technological, cultural and security issues) of relevance in the digitalization of complex B2B sales process. 1. Introduction Most salespeople would probably agree that selling in many B2B- markets is becoming more and more demanding, making them less productive. This decrease in productivity has been explained by the selling organization’s focus on offering more complex solutions, on differentiating them from their competitors in a demanding market [1]. This leads to increasing corporate sales force costs, due to combining the tangible (physical products) and intangible (services), increasing the efforts that salespeople required (to invest) in order to sell the solution offered [2]. Furthermore, complex B2B sales processes are characterized by multiple people involved (selling to buying centers) on both sides of a business agreement [3,4], often leading to protracted sales processes [5]. It is therefore not surprising that a top priority among sales directors in B2B-markets for complex sales solutions is to maximize revenue and increase the effectiveness of the sales force [6]. One way of reducing the cost of the salesforce, which has received attention from both practitioners and researchers, is to focus on digitalization and Sales Force Automation (SFA) in the sales process [7], so as to increase the effectiveness and thereby the revenue [8]. Digitalization, such as internet technology in society with its asso- ciated applications, has been argued as changing the way business is being done [9], and has increasingly been regarded as source of competitive advantage [10]. In professional selling, it has been argued that digitalization, such as social media, are driving a revolutionary change in the way selling is conducted [11]. Not surprisingly, several studies conclude that: “… the Internet is the most widely used channel for communicating with customers …”(p.676) [12]. Andzulis et al. [13] propose that social media have the potential to exert a major impact on every step of the B2B sales process, including collecting information, prospecting, discovering customer needs and closing the sale. Some commentators have gone as far as calling this the “fourth industrial revolution”, which is driven by digitization, infor- mation and communications technology, machine learning, robotics and artifcial intelligence [14]. * Corresponding author. E-mail address: Rocio.Rodriguez@Kristiania.no (R. Rodríguez). Contents lists available at ScienceDirect Technology in Society journal homepage: http://www.elsevier.com/locate/techsoc https://doi.org/10.1016/j.techsoc.2020.101324 Received 29 December 2019; Received in revised form 22 April 2020; Accepted 28 June 2020