B2B online sales pushes: Whether, when, and why they enhance sales performance

For your marketing

Possible founder application

Use it as a B2B mechanism or sales-process design reference. Validate the relationship in your deal size, buying committee and sales cycle.

Reported result

What the study found

Salespeople generally comply with online sales pushes because online adoption frees time for new selling opportunities; post-push effort reflects customers' prior online proclivity and potential, varies over time and by channel, and produces asymmetric carryover, cross-channel and synergistic effects on sales performance.

Research question

What the authors investigated

Whether, when and why do B2B online sales pushes change salesperson effort and improve sales performance during hybrid-channel adoption?

Design

Mixed empirical design combining transactional/field data from a B2B seller with a scenario-based experiment.

Sample and setting

A B2B seller transitioning from an in-person field force to a direct online channel; the study examines salesperson communication effort, customer online proclivity and potential, and sales performance.

Scope and transfer

Limitations to keep in view

The field evidence comes from one B2B seller and the causal/behavioral evidence includes a scenario-based experiment, so generalizability across sellers, industries, channels and real adoption settings is limited.

Research sources

Wiley's journal page labels the article an Early View Special Issue Article and its abstract states that the authors 'empirically investigate' the issue using data from a B2B seller and a scenario-based experiment, reporting channel- and time-varying effort and sales-performance effects. Direct publisher-page retrieval was recorded on 2026-10-09; profile summarizes the accessible record and does not claim independent review of inaccessible full text.