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EMAC 2019 Annual Conference

Are current measures of B2B sales performance outcomes appropriate for modern B2B selling? A systematic review and taxonomy

Published: May 28, 2019


Per Ivar Seljeseth, Nord University Business School; Tor Korneliussen, Nord University Business School, Bodø; Michael Greenacre, Universitat Pompeu Fabra, Barcelona Graduate School of Economics


Sales; Performance; B2B


B2B selling is changing fundamentally towards an increasing variety of activities and outcomes. The literature provides no consensus about measures of B2B sales performance outcomes, or which aspects that constitute this construct. Developing reliable and valid measures for this complex and evolving construct are of great importance for progress in sales research. This study contributes with a systematic review of the measures researchers use for B2B sales performance outcomes, and an evaluation of their appropriateness in modern B2B selling. The review includes 139 studies published in 17 journals in the period 2001-2015, and identifies 151 types of measures. A cluster analysis provides a taxonomy of eight selections of measures that researchers use for assessing B2B sales performance outcomes. Only one cluster, with 14 % of the reviewed studies, uses measures that partially cover the multiple outcomes in modern B2B selling. Implications and further research are suggested.