Framework

Three drivers of change in marketing and sales

The question it answers

When technology, consumer behaviour and business models are all shifting, how should a marketing and sales director reshape strategy in response?

Origin
Ali et al., 2023; White, Habib and Hardisty, 2019; Wengler et al., 2021
Diagram type
Comparison table
Level of analysis
Industry
Topics
Marketing & salesStrategy & leadership
Megaphone aimed at a glass target, icon for marketing and sales

Diagram

Three drivers of change in marketing and sales

CriterionWhat changes
TechnologyAI, big data, e-commerce
Consumer behaviourDigitalisation, experience over product, demand for transparency
Business modelCustomer-centric, platform-based, sustainable
Overall strategic responseAgile, data-driven, customer-centric

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

  1. Ali, O. et al. (2023) ‘The impact of technological innovation on marketing: individuals, organizations and environment: a systematic review’, Economic Research-Ekonomska Istraživanja, 36(3), 2210661 (article number).doi:10.1080/1331677x.2023.2210661Source page
  2. Corsaro, D. and Maggioni, I. (2021) ‘Managing the sales transformation process in B2B: between human and digital’, Italian Journal of Marketing, 25(1-2), pp. 25–56.doi:10.1007/s43039-021-00025-wSource page
  3. Wengler, S., Hildmann, G. and Vossebein, U. (2021) ‘Digital transformation in sales as an evolving process’, Journal of Business & Industrial Marketing, 36(4), pp. 599–614.doi:10.1108/jbim-03-2020-0124Source page
  4. White, K., Habib, R. and Hardisty, D.J. (2019) ‘How to SHIFT consumer behaviors to be more sustainable: a literature review and guiding framework’, Journal of Marketing, 83(3), pp. 22–49.doi:10.1177/0022242919825649Source page