Innovative technologies in corporate sales management: a review of the current state and future directions
https://doi.org/10.24182/2073-9885-2025-18-2-11-21
Abstract
The study analyzes the current state and prospects for the development of innovative technologies in corporate sales management. The theoretical foundations of sales management and the impact of technologies such as artificial intelligence, big data analytics, blockchain and IoT are examined. Results support the shift to predictive, data–driven approaches in sales due to the convergence of these technologies. Key implementation challenges are identified, including data security issues and the need for organizational adaptation. Successful integration of these technologies can provide a competitive advantage by improving customer understanding, optimizing processes, and creating new interaction models.
References
1. McKinsey: «Состояние ИИ в 2023 году: год прорыва генеративного ИИ» – McKinsey. [Электронный ресурс] Режим доступа: https://www.mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai-in-2023-generative-AIs-breakout-year.
2. MIT Sloan: «Создавайте лучшие ключевые показатели эффективности с помощью искусственного интеллекта» – MIT Sloan. [Электронный ресурс] Режим доступа: https://mitsloan.mit.edu/ideas-made-to-matter/build-better-kpis-artificial-intelligence.
3. Johnston M. W., Marshall G. W. Sales force management: Leadership, innovation, technology. – Routledge, 2020. С. 10–20.
4. Syam N., Sharma A. Waiting for a sales renaissance in the fourth industrial revolution: Machine learning and artificial intelligence in sales research and practice. Industrial marketing management. 2018. Т. 69. С. 135–146.
5. Davenport T. et al. How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science. 2020. Т. 48. С. 24–42.
6. Buttle F., Maklan S. Customer relationship management: concepts and technologies. Routledge2015. С. 3–15.
7. Ngai E.W.T., Xiu L., Chau D.C.K. Application of data mining techniques in customer relationship management : A literature review and classification. Expert systems with applications. 2009. Т. 36. №. 2. С. 2592–2602.
8. Paschen J., Kietzmann J., Kietzmann T.C. Artificial intelligence (AI) and its implications for market knowledge in B2B marketing. Journal of business & industrial marketing. 2019. Т. 34. №. 7. С. 1410–1419.
9. Ma L., Sun B. Machine learning and AI in marketing – Connecting computing power to human insights. International Journal of Research in Marketing. 2020. Т. 37. №. 3. С. 481–504.
10. Bradlow E. T. et al. The role of big data and predictive analytics in retailing. Journal of retailing. 2017. Т. 93. №. 1. С. 79–95.
11. Wedel M., Kannan P. K. Marketing analytics for data-rich environments. Journal of marketing. 2016. Т. 80. №. 6. С. 97–121.
12. Hartmann N.N., Wieland H., Vargo S.L. Converging on a new theoretical foundation for selling. Journal of marketing. 2018. Т. 82. №. 2. С. 1–18.
13. Thaichon P. et al. Hybrid sales structures in the age of ecommerce. Journal of Personal Selling & Sales Management. 2018. Т. 38. №. 3. С. 277–302.
14. Singh J. et al. Sales profession and professionals in the age of digitization and artificial intelligence technologies: concepts, priorities, and questions. Journal of Personal Selling & Sales Management. 2019. Т. 39. №. 1. С. 2–22.
15. Gupta S. et al. Digital analytics: Modeling for insights and new methods. Journal of Interactive Marketing. 2020. Т. 51. №. 1. С. 26–43.
16. Тенденции онлайн продаж в России в 2023 году. [Электронный ресурс] Режим доступа: https://companies.rbc.ru/news/YQ6RRTIUp6/tendentsii-onlajn-prodazh-v-rossii-v-2023-godu/.
17. Как поменялся рынок интернет-торговли в 2023 году. Инфографика. [Электронный ресурс] Режим доступа: https://www.rbc.ru/technology_and_media/12/02/2024/65c64b479a794726261d49f7.
18. 7 технологических фишек в продажах, актуальных в 2024 году. [Электронный ресурс] Режим доступа: https://rb.ru/opinion/7-tehnologicheskih-fishek-v-prodazhah-aktualnyh-v-2024-godu/
19. Трансформация бизнеса в 2024 году: что происходит на рынке корпоративных ИТ-решений? [Электронный ресурс] Режим доступа: https://club.forbes.ru/anton-klimenkov/transformaciya-biznesa-v-2024-godu-chto-proishodit-na-rynke-korporativnyh-it-reshenij
20. Gartner Forecasts Worldwide IT Spending to Grow 9.3% in 2025. [Электронный ресурс] Режим доступа: https://www.gartner.com/en/newsroom/press-releases/2024-10-23-gartner-forecasts-worldwide-it-spending-to-grow-nine-point-three-percent-in-2025
21. 10 стратегических технологических трендов в 2024 году. [Электронный ресурс] Режим доступа: https://ict.moscow/projects/ai/research/10-strategicheskikh-tekhnologicheskikh-trendov-v-2024-godu/
22. Самый умный продавец. Какие инновации внедряют российские ритейлеры. [Электронный ресурс] Режим доступа:https://sber.pro/publication/samyi-umnyi-prodavets-kakie-innovatsii-vnedriaiut-rossiiskie-riteilery/
23. Семь компаний, преуспевших в цифровой трансформации. [Электронный ресурс] Режим доступа: https://bpms.ru/post/20230120-7-dt-examples/
Review
For citations:
Grigorian V.V. Innovative technologies in corporate sales management: a review of the current state and future directions. Entrepreneur’s Guide. 2025;18(2):11-21. (In Russ.) https://doi.org/10.24182/2073-9885-2025-18-2-11-21
Views:
132
Email this article 