New challenges in sales management in the context of modern technologies development and the COVID-19 pandemic

Marcin Gul


The purpose of the article is to systematize the knowledge on sales strategy and to answer the question whether contemporary socio-economic conditions in the form of progressive digitalization and evolution of the sales function induce to update the definition of sales strategy. Furthermore, the study aims to verify whether the COVID-19 pandemic is forcing companies to reformulate their sales strategy. A non-systematic literature review supplemented by a qualitative study was used as the research method. The first part of the paper presents the theoretical basis of the analysis based on the literature review. The second part presents the results of the own research, enriched by the results of existing studies. Then, the results of the conducted argument are presented. The final part of the paper contains a summary along with the author's definition of sales management with a focus on sales strategy and a potential direction for future research. According to the analysis, currently the greatest challenge in the implementation of the assumed sales strategy is the COVID-19 pandemic, which significantly affects the change of consumer behavior and limits market activities. However, with widespread access to advanced technologies and a flexible approach to strategy, most of the surveyed companies can meet their financial targets despite the economic crisis caused by the pandemic. When defining a sales strategy, it is necessary to consider the aspect of progressing digitalization and the evolution of the sales function, closely integrated with the marketing function.

Keywords: sales, management, sales management, sales strategy, sales function, sales department


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Marcin Gul

About the article


The article is in the printed version on pages 61-72.

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How to cite

Gul. M. (2021). Nowe wyzwania w zarządzaniu sprzedażą w kontekście rozwoju nowoczesnych technologii i pandemii COVID-19. e-mentor, 4(91), 61-72.