IMU Research Insight 076: Winning the competition for sales talent – Measures to strengthen the positioning of B2B sales in the labour market

Homburg, Ch./Lanzrath, A./Ruhnau, R.

More than almost any other corporate function, sales faces the challenge of finding and retaining suitable talent. This is more true than ever in an increasingly complex, digitalised business world that places higher and more diverse demands on employees, especially in sales to business customers. As a result, attracting university graduates is becoming a crucial success factor for remaining competitive in the “war for sales talent”

In various studies, researchers investigate what exactly prevents students from deciding on a career in B2B sales. Reasons include, for example, negative attitudes towards expected job characteristics (e.g. low team orientation), low social prestige (especially in DE) and perceived lack of sales skills (especially among women).

Read more here: Research Insight 76