RESEARCH THE RELATIONSHIP BETWEEN DIGITAL TRANSFORMATION AND PERSONAL SALES EFFICIENCY: A SURVEY AT SMALL AND MEDIUM B2B SALES ORGANIZATIONS IN HANOI

Abstract

The digital revolution has been taking place in every field, digital transformation in personal selling is also increasingly widespread and popular. This paper
focuses on exploring the relationship between digital transformation and personal selling performance. Digital transformation is defined as the application of
digital technologies to personal selling activities. Personal selling effectiveness is measured by revenue, cost/profit ratio, engagement and customer loyalty.
Quantitative research, using primary data from survey results, with 350 valid questionnaires. Research results show that employees' technological capabilities
and leadership methods have the greatest influence on individual sales effectiveness. At the same time, the research also shows the mediating role of innovation
performance. Management implications and future research directions are also discussed.