Sales management innovation in time of twin transition

Firms and institutions are facing the dual challenge related to the twin transition: adopting digital technologies for economic growth and competitiveness, and, in the meantime, addressing the urgency of mitigating climate change through more sustainable practices. Digital transition and sustainability impact on business model configuration, process of production and value creation. In addition, digital transition potentially enables the activation of new digital marketing and sales channels. Within this context of transformation, this research aims to investigate the impact of Twin Transition on the sales process and on the role and skills of salespeople. Particularly, this paper aims at investigating the impact of the interplay between digital and green transition on salespeople’s strategy and practices