This paper explores the intricacies of Business-to-Business (B2B) models, marketing strategies, and their consequential impacts on corporate strategy and performance. By examining the evolving dynamics in B2B interactions, it highlights how digital transformation, data analytics, and customer-centric approaches are reshaping traditional frameworks. The study analyzes several case studies to illustrate how innovative B2B business models are crafted and executed effectively, emphasizing the role of strategic alignment between marketing tactics and overall business objectives. Key areas of focus include the integration of technology in sales processes, the importance of relationship building, and the adaptation of businesses to increasingly complex market environments. Through comprehensive analysis, the paper proposes actionable strategies for enhancing competitive advantage and sustainability in the B2B sector.

Purpose In business-to-business (B2B), artificial intelligence (AI) holds transformative potential but often encounters significant implementation challenges, with many projects failing to deliver value. This study aims to explore the integration of co-creation within the B2B sales funnel as a means to enhance interaction between buyers and sellers. It proposes a framework that enables co-creation in the B2B sales process by fostering iterative collaboration between buyers and suppliers in the context of AI technology. This research explores how buyers perceive such collaboration within the sales process. It examines the factors that drive B2B buyers to engage in co-creation during sales interactions and assesses the extent to which these factors predict buyers’ intention to cocreate. Design/methodology/approach This study uses a sequential mixed-methods design. In the first stage, using a case study approach, the proposed framework was applied in the real-world sales process of a manufacturing start-up. First, in-depth interviews with industrial buyers were analyzed via thematic analysis to identify the key drivers of co-creation. In the second stage, these emergent factors were empirically tested through a quantitative study to assess their predictive power on buyers’ intention to cocreate. Findings The findings highlight three key dimensions that influence buyers’ decisions to engage in co-creation: supplier selection criteria, buyer perceptions of role and readiness and project-specific factors. Buyers’ attitudes and perceptions strongly predict their intention to cocreate, with positive preexisting attitudes, perceived value and willingness to pay driving engagement. Perceived risks, especially technological failure, inhibit co-creation, while traditional supplier-centric criteria, while not entirely irrelevant, are of secondary importance. The empirical results highlight the importance of mindset and value communication in B2B AI sales. Originality/value This study contributes to the understanding of co-creation in B2B sales funnel in the context of AI technology solutions, an area where empirical evidence remains scarce. Unlike traditional supplier-centric models, the study positions buyers as active collaborators, highlighting how attitudes, perceived value and risk perceptions shape their willingness to engage in co-creation. By combining qualitative insights with quantitative validation, this sequential mix methods research offers both theoretical advancement, providing a framework for understanding co-creation in AI-driven B2B sales; and, practical guidance for managers seeking to overcome implementation challenges and foster stronger, value-based buyer–supplier relationships.

The article explores the marketing and logistics aspects of sales management within retail enterprises. The expediency of integrating marketing and logistics as complementary management concepts in sales activities is substantiated. The main elements of marketing distribution policy are analyzed, including distribution channels, intermediary activity, and the management of material and information flows at different stages of the product life cycle. The role of logistics in cost reduction, improving the efficiency of distribution networks, and ensuring sustainable competitive advantages of enterprises is determined. An analytical approach to the development of distribution systems that takes into account the relationship between commercial and physical distribution is proposed. It is proved that the implementation of logistics principles in marketing distribution policy contributes to the optimization of sales processes, improvement of service quality, and strengthening of enterprises’ market positions. The purpose of the article is to examine the theoretical foundations and practical recommendations for improving the logistics support of trade enterprises. The study also aims to identify directions for expanding sales through the application of a marketing approach to sales management. Logistics processes are intricately linked to the overall functioning of the business, including its commercial operations. They do not operate as an independent domain but should align with the primary goals of the enterprise to facilitate their achievement. To establish an effective network and successfully execute logistics activities, careful planning of logistics systems in industrial enterprises is essential. As a relatively new management tool, logistics synthesizes various methods and principles from traditional fields such as marketing, production, finance, and freight transportation. Employing logistics concepts enables the seamless integration of production, material and technical support, transportation, and information flow regarding goods movement into a cohesive system.

Sales monitoring involves tracking, analyzing, and documenting all aspects of the sales process through the evaluation of outcomes achieved. In the event of a sales fall relative to established targets, prompt corrective measures are implemented to guarantee alignment with profit objectives. This sales monitoring is typically conducted by leaders or supervisors managing their subordinates. In a food distribution company, the supervision by leaders, known as Area Coordinators, has been suboptimal due to the lack of a mechanism for automatic monitoring of sales stability. This research seeks to assist Area Coordinators in monitoring sales performance with greater speed and efficiency. This information system is developed using the Agile technique, leading to the creation of a sales monitoring system for profit planning.

The development of information technology encourages Micro, Small, and Medium Enterprises (MSMEs) to adapt to digital-based sales systems. Mandiri Furniture, as one of the MSMEs in the furniture sector, still faces problems in the marketing process, product ordering, and sales data management that are still carried out conventionally, resulting in low efficiency and limited market reach. This study aims to develop an Android-based e-commerce application that can increase sales efficiency and provide system convenience for users and admins. The research method used is the Software Development Life Cycle (SDLC) with the Waterfall model, which includes the stages of requirements analysis, system design, implementation, testing, and maintenance. The application was developed using the Flutter framework, MySQL database, and PHP as a link between the application and the server. Application Programming Interface (API) integration was carried out to support system functionality, including Stripe as a payment service, RajaOngkir for shipping cost calculations, and Imgur for uploading product images. System testing was carried out using the Blackbox Testing method and showed that all application features ran well on several tested Android devices. The results showed that the application was able to increase the efficiency of the sales process and ease of use of the system with a performance level of 75%. The implications of this research are expected to be a digital solution for MSMEs in increasing competitiveness, expanding market reach, and optimizing sales data management in an integrated manner

This study aims to develop a web-based Sales Force Automation (SFA) system as a solution for managing customer information and operations at Ellea Liora, a beauty clinic in Tasikmalaya. With the increasing demand for beauty services, the manual system currently in use leads to inefficiencies in transaction recording, appointment scheduling, and customer data management. This research employs a qualitative method with data collection techniques including direct observation, documentation, and literature review to understand system requirements. The system development follows the Rapid Application Development (RAD) methodology to ensure an iterative solution that meets end-user needs. The resulting system features transaction recording, self-service appointment scheduling, electronic invoice generation, inventory management, and structured customer data management. The implementation of this system is expected to enhance Ellea Liora's operational efficiency, accelerate sales processes, reduce human errors, and improve service quality and competitiveness in the beauty industry.

In the buying and selling industry, the development of information system technology allows sellers and buyers to interact with each other to achieve their respective goals and desires. The Sinar Teen Maumere light motorcycle spare parts store must also go through this process to develop a modified motorcycle spare parts business that can compete with other spare parts stores and manage the sales process systematically and computerized. Therefore, the purpose of this study is to develop a TOGAF ADM-based information system architecture for Sales and Inventory of the Sinar Teen Maumere Motorcycle Spare Parts Store. TOGAF has stages of preparation, Architectural Vision, Business Architecture, Information System Architecture, Technology Architecture, Opportunities and Solutions, and Architectural Change Management that can improve the performance and service of the Sinar Teen Store as well as control and monitor product sales. To produce a proposed application system design that can support business processes and create reports that occur at the Sinar Teen Motorcycle Spare Parts Store, the findings of this study provide a design that determines the business architecture, data architecture, application architecture, and technology architecture. At the general opportunities and solutions stage, a summary of all the sciences that produce the GAP analysis is explained as a reference for future information system development at the Sinar Teen Motor Spare Parts Store, Maumere.

This study aims to analyze the marketing communication model implemented by Bank Sumut Syariah KCP Binjai in increasing public interest in saving. The research is motivated by persistent problems of limited public understanding, skepticism, and trust issues toward Islamic banking products, which negatively affect saving intentions. A descriptive qualitative method was employed, using in-depth interviews, observations, and documentation involving branch leaders, account officers, and customer service staff. Data were analyzed using the Miles and Huberman interactive model, supported by triangulation to ensure data validity. The results indicate that Bank Sumut Syariah KCP Binjai employs a relational, value-based marketing communication model rather than a transactional approach. Face-to-face communication is identified as the most effective strategy, supported by a structured six-step sales process and the application of Islamic communication principles, namely qaulan layyinan, qaulan sadidan, and qaulan balighan. These principles strengthen credibility, build customer trust, and enhance customer satisfaction, which in turn increases public interest in saving. The study concludes that ethical, effective, and sharia-compliant marketing communication plays a significant role in fostering the sustainable growth of Islamic banking in Indonesia.

Rahmat Jaya Store is a retail business that provides daily necessities but still relies on manual service processes, which are prone to errors, time-consuming, and generate inaccurate reports. This study aims to design and develop a web-based application to support sales processes, inventory management, and customer debt tracking using the Laravel 10 framework and Bootstrap 5. The development follows the waterfall method, starting with requirements analysis through interviews with the store owner and staff, system design using use case diagrams and flowcharts, implementation with the MVC architecture, and testing using black box methods and end-user evaluations. The implementation results show that the system can improve transaction recording efficiency by up to 40%, reduce stock report errors by 70%, and provide more accurate and real-time financial reports. The integrated debt book feature also helps store owners monitor customer receivables systematically and enhances customer satisfaction. Overall, this application demonstrates that web-based information systems can be an effective solution to support the digital transformation of small retail stores by improving operational efficiency, data accuracy, and decision-making. The application is expected to serve as a model for implementing information technology in small-scale retail businesses transitioning from manual to digital systems.

In recent years, mutual funds have become increasingly popular as a means of ensuring financial security. They have not only contributed to India's economic growth but have also helped families benefit from the nation's prosperity. As awareness and understanding of mutual funds increase, more people are enjoying the advantages of investing in them. However, a significant barrier to broader adoption is that nine out of ten income earners in India are still unaware of mutual funds. Once informed about the investment opportunities mutual funds offer, one in five individuals typically decides to invest. Identifying potential investors who are likely to purchase mutual funds and effectively communicating the benefits and relevance of mutual funds during the sales process are crucial for converting uninformed individuals into new mutual fund clients. The analyses and recommendations presented in this report are based on market research into investors' saving and investment behaviors, as well as their preferences for mutual fund investments. The findings indicate that SBI Mutual Funds have typically achieved strong performance, providing returns that are competitive with other market funds. Despite this, there are ongoing challenges related to investor awareness and education, as many potential investors are still hesitant due to concerns about market volatility and a limited understanding of the benefits of mutual funds.

The development of a market economy in the country has led to significant changes in all spheres of society, including the forms and methods of commercial services for the population, the structure of trade objects, the role of the consumer in the process of carrying out acts of purchase and sale. The commercial service system plays a key role in satisfying the material needs of individual citizens and society as a whole, shaping the standard of living of the population. It is in the social sphere that the results of the state's economic activity are realized, which affect the vital interests of the entire population in terms of providing them with food and industrial goods, in solving other vital problems that significantly affect the reproduction of the labor force, the creation of favorable conditions for people's lives. The article examines the essence, structure and features of the functioning of the commercial service system for the population in a market economy. It is noted that in a market economy, commercial service acquires special importance, since it functions on the principles of competition, freedom of choice and consumer orientation. Theoretical approaches to the definition of commercial service are considered, the main elements of the system, its forms and methods are analyzed. Particular attention is paid to modern trends in the development of retail trade as a core element of trade services, the main task of which is to ensure high quality of purchase and sale processes in trade enterprises, goods movement and delivery of goods to the final buyer, trade service to buyers and high efficiency of trade activities in general. Under the influence of digitalization, the introduction of innovative technologies, and the increase in the social orientation of trade enterprises, the trade service system in our country is constantly transforming, which requires scientific understanding and the search for effective ways to improve it. The results of the study identify problems and prospects for the development of the trade service system for the population in modern difficult conditions.

This study aims to design and build a sales information system that meets the needs of the Gen Z era. The research method used is Research and Development (R&D), with a waterfall development model approach consisting of five stages, namely: needs analysis, system design, writing program code, system testing, and implementation. This application was developed using the PHP programming language, HTML, Laravel Framework, Visual Studio Code as a code editor, XAMPP as a local server, MySQL as a database management system and Unified Modeling Language (UML) is used to design and describe the system. System testing was carried out using the black box method, and validation testing was carried out by two validators. The validation results showed that the first validator gave a score of 4, while the second validator gave a score of 3.6, resulting in an average score of 3.8 which is included in the "Very Feasible" category. In general, the sales information system that has been built is considered feasible to use and can help the sales process effectively and efficiently.Keywords: Rancang Bangun, Media Promosi, Gen Z, Website, PHP, Laravel, Black Box.

This research examines the sales process for meeting room reservations at Hotel Neo Tendean South Jakarta. The hotel industry in Jakarta, a major business hub, is experiencing significant growth, driven by the high demand for MICE (Meetings, Incentives, Conferences, and Exhibitions) facilities rather than solely tourism. Meeting rooms are crucial amenities, adding value for clients who require comfortable spaces with technical and catering support. Hotel Neo Tendean implements a systematic and structured sales process, from initial promotion via telemarketing to post-event services. This study aims to explain this comprehensive sales procedure, identify the obstacles encountered, and present the solutions implemented. The findings provide practical insights into effective meeting room sales strategies within the hotel industry, contributing to improved service quality and client satisfaction.

Objective: The rapid advancement of information technology has highlighted the need for efficient systems in sales data management. This study aims to develop and implement a web-based sales information system to enhance operational efficiency and customer service quality in My Rise, a store in Sidoarjo specializing in computer network equipment. Method: The research employed qualitative methods, including interviews to gather system requirements from business operators and direct observation to analyze the current sales process. The system was designed with an integrated approach to manage sales data, inventory, and transactions in real-time. Results: The implementation of the system resulted in significant improvements in the speed and accuracy of sales processes, with enhanced customer access to information and services. Novelty: This study introduces a practical web-based solution for small and medium-sized enterprises in the computer network equipment sector, addressing common issues such as data entry errors and delays in service, thus contributing to the digital transformation of the business.

Current advancements in digital technology have transformed transaction and sales activities, yet CV. Mella Vista still relies on manual processes that limit information accessibility and reduce operational efficiency. Responding to this limitation, the study aims to develop a structured web-based e-commerce system that enhances promotional reach, transaction processing, and administrative reporting. The system was designed using the Waterfall method, incorporating sequential phases of analysis, design, implementation, and testing, and implemented using PHP and MySQL to ensure stable data management and functional reliability. Through this approach, the research provides a clear methodological foundation for developing a system aligned with organizational needs. The resulting e-commerce platform offers real-time product visibility, streamlined ordering procedures, and automated reporting features, addressing the reviewers’ emphasis on clarifying methodological contribution and system capabilities. Empirical testing demonstrates that the system operates effectively across key functions—user authentication, product display, cart management, checkout, and payment verification—supporting accuracy and ease of use for both administrators and customers. Quantitative evaluation shows that sales increased from 6,577,500 in November to 8,795,000 in December, representing an approximate 33.7% improvement, thereby providing contextual clarity as requested by reviewers. This measurable gain indicates that the system not only enhances data processing efficiency but also strengthens customer engagement and purchasing activity. Overall, the findings confirm that the implemented e-commerce system significantly improves operational effectiveness, increases informational transparency, and supports stronger competitive positioning, offering a practical digital solution for small enterprises seeking to modernize their sales processes.

Car dealerships served as the primary point of contact between consumers seeking new or used vehicles. Selling this type of product requires many marketing strategies and persuasive tactics. However, there is limited literature on the specific car-selling experience of sales agents. Hence, this study explored the experiential focal points of marketing personnel—specifically, salespersons at selected Toyota automobile dealerships in Cebu, Philippines, a group vital to generating sales. The research employed an exploratory design with thematic analysis to analyze data from salespersons at three Toyota branches: Toyota Mandaue North, Toyota Mabolo, and Toyota Cebu City. The findings reveal a multifaceted sales process that commences with Preparation and extends through professional development, product mastery, and widening public exposure. At the opening and needs Assessment phases, building rapport, probing customer needs for targeted recommendations, and converting interest into sales by boosting information have been significant processes. During presentations and negotiations, salespersons focused on tailoring car unit features to specific needs, highlighting the model's value proposition, and acting as a solutions agent by offering affordable financing options. Successful delivery is underpinned by thorough preparation for customer relationship management and effective customer service. Likewise, achieving marketing objectives—increasing sales and expanding market share—was driven by embracing social media marketing, leveraging the Toyota incentive program, and upholding Toyota's enduring legacy of durability and reliability. Thereby, the vital role of sales personnel is in maintaining Toyota's long-standing rank as the number one manufacturer and distributor of automobiles in Cebu and the world. So effective car selling entails psychological prowess to attract new and retain existing clients, which calls for continuous training programs and forging partnerships with business associates and digital marketing, including social media platforms, to strengthen customer relationship management in the automotive industry.

This study employs the Systematic Literature Review (SLR) method following the PRISMA 2020 Statement guidelines to identify the main models and indicators used in measuring the performance of Micro, Small, and Medium Enterprises (MSMEs). The literature selection process includes the stages of identification, screening, eligibility assessment, and inclusion, resulting in ten articles from reputable Q1 international journals. The analysis reveals that the most frequently used performance measurement models are integrated performance models such as the Balanced Scorecard, Performance Prism, and models based on resource capability, customer, internal process, and financial perspectives. Commonly used indicators include sales growth, profitability, market share, customer satisfaction, process flexibility, technology adoption, and business sustainability. The study concludes that although financial measures remain dominant, non-financial dimensions—such as digital capability, stakeholder engagement, and internal process effectiveness—are increasingly important for MSMEs operating in the context of global market dynamics and digital transformation. The implications of this study provide theoretical contributions to the development of MSME performance measurement frameworks and offer practical guidance for MSME managers in selecting indicators that align with the characteristics of small and medium-sized enterprises.

The purpose of this study is to examine the influence of fear of missing out (FOMO) on the green consumption intentions of Gen Z. The study employs a quantitative approach, conducting a survey of 492 Gen Z consumers in Ho Chi Minh City, Vietnam. Data were collected by questionnaires sent directly through social media channels in the fourth quarter of 2024. Through data analysis using SmartPLS 3.0 software, the study discovered two new contributions: (i) FOMO positively affects green consumption intention through the mediating role of attitude, motivation, and subjective norm; and (ii) subjective norm plays a negative moderating role in the relationship between motivation and green consumption intention. These findings contribute significantly to the theoretical framework of young people's consumption behavior. In practice, the study provides empirical evidence for organizations and businesses on the mechanism of behavior formation under the influence of FOMO. This allows them to adjust their marketing strategies, particularly by leveraging the influence of communities and groups, to enhance the impact of FOMO in the sales process.

Hendrik Spare Parts Shop in Rawang Panca Arga, Asahan Regency, is a motor vehicle shop that has been operating for a long time and has a good reputation in its area. However, as the business develops and operations become increasingly complex, this store faces challenges in maintaining good relationships with customers and optimizing the sales process. Currently, their customer recording process is still done manually, which is time consuming and prone to errors. In developing e-CRM for the Hendrik Sparepart Store, a series of features will be designed that aim to improve customer experience, strengthen customer relationships and increase customer loyalty. One of the main features that will be included in this e-CRM application is a discount or promotion program that can be adjusted to customer offers. Hendrik Sparepart Shop sells various types of tires with a total of 60 units. Apart from tires, there are 40 units of engine oil for sale. Other products include 20 units of spark plugs, 15 units of air filters, 30 units of front brake pads, and 25 units of rear brake pads. By implementing an application-based information system for customer relationship management, Toko Hendrik Sparepart is expected to increase customer satisfaction and strengthen customer relationships. , and increase customer loyalty. Apart from that, it is hoped that this application will also provide more accurate and real-time information about customer needs, to facilitate more informed decision making in improving the customer experience

The article substantiates the theoretical and methodological principles for the digital transformation of marketing and sales strategies for entities in the veterinary drugs and services market amid dynamic changes in the external environment. It is determined that digitalization is not only a technological tool but also a strategic development paradigm that changes approaches to creating competitive advantage, customer interaction, and the organization of sales processes. The specifics of the veterinary drugs and services market are revealed, including a high share of imported products, strict regulatory requirements, the dominance of private practices, and the growing role of telemedicine and IoT solutions. It is additionally emphasized that digital changes transform consumer behavioral models, increase the importance of transparency in information, shape new criteria for trust in brands, and raise the requirements for expert support. The main strategic approaches to the digital transformation of marketing and sales activities are identified and systematized: digital presence and brand visibility strategy, omnichannel sales strategy, personalized marketing strategy, digital serviceability and telemedicine strategy, digital community building and expert leadership strategy. The key tools for implementing these strategies include social networks and content marketing, SEO/SEM technologies, search behavior analytics, Big Data, e-commerce, and digital logistics. In summary, implementing these approaches increases the effectiveness of marketing communications, enhances customer-centricity, expands personalization capabilities, and establishes long-term competitive advantages for entities in the veterinary drugs and services market, while outlining directions for further scientific research in this area. Keywords: digital tools, digital services, Big Data, data-driven marketing, electronic logistics, content marketing, SEO/SEM, CRM systems, e-commerce, veterinary services, competitive advantages.