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      "text": "Up to now, sales digitization has always been seen as a project. [...] But it has to be seen as part of the strategy.",
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      "text": "The three aspects described above - customers, channels and a new level of complexity - are the \"three C's\" of digital sales. We have visually summarized them overleaf. What becomes clear is that, while each aspect merits attention in isolation, so too does interaction between all three. Adding an online channel will always have implications for the work of your sales partners, for example. Similarly, if you centralize your CRM information, you will also have to think about how exactly you want to address customers.",
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      "text": "The core problem is managing the various channels in such a way that the customer's transition from one to another works seamlessly, giving the customer the feeling of receiving optimal service from a single source even across multiple channels. The same, of course, goes for domestic and international customers, although it is becoming increasingly complex to manage international sales organizations in particular: When a B2B enterprise works with local sales companies outside its domestic market, it may find that these partners' businesses are cannibalized by digital channels. A central online shop operated by the parent company, for example, will effectively compete with the activities of local sales teams that work for their own account. Additional management issues also arise in cases where dealers run their own online shops and defend their freedom to set their own terms and conditions. Any resultant differences would then be revealed to customers when aggregators provide direct comparisons (in much the same way as travel portals do with package tours).",
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      "text": "to access facts about products and services at any time and via all channels. They also expect to be able to talk to knowledgeable, professional partners, as well as to both order and return products. In the course of their journey, customers should be able to switch seamlessly between the channels they deem to be relevant. This being the case, a suitable set-up is critical to the success of the business: What mix of digital and analog channels makes sense in the first place? And what stumbling blocks can arise at the interfaces?",
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      "text": "Solution: Many medium-sized companies that operate systems and product business must first cultivate an awareness of what it means for sales to shift from push to pull. Managers' roles change and traditional skills give way to new ones. Two scenarios illustrate the point: When data about the product and service portfolio become available to customers on other channels too, sales managers have to pay more attention to excellent analysis and advice regarding this or that customer's specific problem. If the customer journey is the measure of all things, the jurisdiction of the marketing and sales function(s) - i.e. the organization-al structure - will need to be redefined. Digitization always means centralization. The new sales environment needs one IT backbone and one customer relationship management system to which everyone has access. Incentive systems for employees must likewise be designed in a way that makes it attractive for them to collaborate across channels.",
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