Sales Enablement through Marketing Communication in the Buying Environment of Complex and Investment-Intensive B2B Services
Veröffentlichungsart | Beiträge in Monografien, Sammelwerken und Schriftenreihen |
|---|---|
Medien | Sales Enablement als Fundament des Vertriebserfolgs: Innovative Ansätze aus Theorie und Praxis zur Gestaltung erfolgreicher Kundenbeziehungen, SpringerGabler, Wiesbaden22 |
Veröffentlichungsdatum | 2022-11-01 |
Band | 2022 |
Seiten | 229-242 |
Herausgeber | SpringerGabler |
ISBN | 978-3-658-7613-0 |
Zitierung | Förster, Annabella; Gronover, Sandra (2022): Sales Enablement through Marketing Communication in the Buying Environment of Complex and Investment-Intensive B2B Services. Sales Enablement als Fundament des Vertriebserfolgs: Innovative Ansätze aus Theorie und Praxis zur Gestaltung erfolgreicher Kundenbeziehungen, SpringerGabler, Wiesbaden22 2022, S. 229-242. |
Peer Reviewed | Ja |
Autoren |
Annabella Förster |
Sales Enablement through Marketing Communication in the Buying Environment of Complex and Investment-Intensive B2B Services
Abstract
The study aims to investigate and empirically test how the decision-making process for buying professional services looks like and which factors influence the buying behavior. Particular in focus is the role of the marketing function to support the sales teams in their efforts. It turns out that forms of reference, recommendation and relationship marketing are explicitly suitable for building trust and communicating credibility for the successful marketing of complex and investment-intensive services. Social networks are overestimated and marketing communication should support sales teams to build rapport.