Abstract
Traditionally, it has been recognized that B2B sales are determined by the individual capabilities of salespeople. And the importance of digital sales technologies has not received much attention. However, recent technological advances have greatly changed the way B2B business operates. In particular, with COVID-19 pandemic, digital transformation in the overall B2B sales trend is accelerating more than ever. Experts point to digital sales technology trends to watch out for, such as task automation by sales journey, process integration, and expansion of online channel use in customer communication and contract signing. By introducing digital technology to B2B sales, you can not only automate existing activities, but also explore and discover new sales leads to maximize performance. B2B digital sales technology is already rapidly replacing the work of B2B salespeople by combining artificial intelligence and data analysis. Collaboration tools such as group video conferencing and workstream collaboration solutions, as well as sales force automation tools combined with artificial intelligence technology and digital support for non-face-to-face sales activities such as digital sales rooms etc. have been also widely used. With this change, B2B salespeople are also required to understand the essence of digital technologies and have the ability to use it for their purposes. The researchers conceptualized ‘digital technology, personal capability and literacy to understand and utilize digital technology, data and information
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