Purpose The majority of business-to-business companies are working on their digital transformation in sales. Despite enormous transformation efforts, the expected productivity gains are often missing in most companies. Based on empirical research, this paper aims to develop a new market-oriented transformation model. Management implications as well as future research directions are derived for a more focused digital transformation process in sales. Design/methodology/approach Within the exploratory research study, 90 key informants were interviewed to provide better insights in the context of digital transformation in sales. The accuracy of the research results was safeguarded by triangulation. Findings As this research paper will show, the reasons for the missing productivity gains caused by a limited knowledge about the main success factors of digital transformation as well as a lack of understanding of digital transformation as an evolving process. Originality/value Based on the empirical research, a new market-oriented transformation model is developed and management implications as well as future research directions are derived for a more focused digital transformation process in sales.

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