SALES DIGITALIZATION AND SALES PERFORMANCE OF B2B SALESPERSONS IN NIGERIA

Abstract

This research seeks to ascertain the effect of sales digitalization on sales and customer relationship performance. Specifically, this study examines how salesforce automation, social media use, customer relationship management technology, and artificial intelligence affect sales and customer relationship performance. Also, the test mediating effect of Sales-Service ambidexterity on the relationship between sales digitalization and performance. Based on the positivist philosophy, the study adopts a quantitative approach to sample 414 B2B salespeople. The non-probability sampling method involving convenience sampling and snowballing technique were used to collect data from the salespeople online and offline. A structured questionnaire was used to collect data, and the hypotheses were tested using Structural Equations Modeling - path analysis via AMOS v.23. The result showed that Salesforce automation has a positive and significant effect on sales and customer relationship performance; social media use has a positive and significant effect on sales and customer relationship performance. It was also found that customer relationship management predicts sales negatively and positively predicts customer relationship performance and artificial intelligence is negatively associated with sales and customer relationship performance. The implication for practice is discussed.