Performance in B2B sales: An explanation of how channel management and communication influence a firm's performance

Artikel

Communication between seller and buyer is done through multiple channels. There are multiple ways to use technical media and channel selection to create more information, but does this lead to a better performance of a firm? Research on the impact of different marketing channels in the industry regarding performance factors remains scarce. The performance of a firm is the most significant factor and will be monitored through different attributes. The purpose of this paper is to review the drivers of a sales process in terms of sales cycles, channels and communication in relation to it's effect on performance. Beyond the characteristics of sales the review delineates the changes from the past to the present. The contribution of this review is to understand the various capabilities in channel management and communication that can be adapted to the sales process and increase a firm's performance.

Object Details

• Language: Englisch

References and Relationships

• Bibliographic citation: Journal: Naše gospodarstvo / Our Economy ; ISSN: 2385-8052 ; Volume: 67 ; Year: 2021 ; Issue: 3 ; Pages: 38-48

Classification and Topics

• Classification: Wirtschaft ; International Business Administration ; Marketing ; Firm Organization and Market Structure ; Firm Performance: Size, Diversification, and Scope
• Subject: Channel management ; communication ; sales performance ; sales cycle ; industrial marketing

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Maier, Günther
• Event: Veröffentlichung
• (who): Sciendo
• (where): Warsaw
• (when): 2021

Further information

• DOI: doi:10.2478/ngoe-2021-0016
• Last update: 10.03.2025, 11:41 AM CET