Digital transformation of business-to-business sales: what needs to be unlearned?

This study aims to offer novel means for rethinking contemporary business-to-business (B2B) sales operations and the assumptions that underlie them in digital era. relates especially managers’ efforts facilitate cognitive unlearning B2B management during ongoing transformation taking place enterprises. Unlearning—the process of purposely reflecting on discarding old ways knowing doing—is crucial prevent outdated organizational knowledge routines from becoming a barrier change. Before adopting new practices, organizations must first discard doing. Drawing insights literature conducting empirical qualitative research 31 executives senior managers operating various industries, outlines four-phase as well several key themes within each phase. The findings emphasize how top facilitates regarding business context. contributes by introducing theoretical angle issue transformation. It also offers elevate leverage salespeople.