Digital transformation of business-to-business sales: what needs to be unlearned?

This study aims to offer novel means for rethinking contemporary business-to-business (B2B) sales operations and the assumptions that underlie them in the digital era. This rethinking relates especially to sales managers’ efforts to facilitate cognitive unlearning in B2B sales management during the ongoing digital transformation taking place in enterprises. Unlearning—the process of purposely reflecting on and discarding old ways of knowing and...