“…While there are initial conceptual and industry-specific studies on how digitization affects the transformation process from product-centered to value-creating business models (Bustinza et al, 2018;Kamalaldin et al, 2020;Tronvoll et al, 2020;Vendrell-Herrero et al, 2017), prior research is mostly silent on the role of digitalization for value-creating sales. Although the sales literature offers more advanced insights into how digitalization affects the sales function (Ahearne et al, 2005;Habel et al, 2023aHabel et al, , 2023bHohenberg and Homburg, 2019;Rapp et al, 2010), it remains limited as numerous important questions remain unanswered (Singh et al, 2019). Thus, sales organizations operating or aiming to transition to valuecreating business models should particularly benefit from greater clarity on how digital technologies can engender a sales organization's creation of customer value by the sales function.…”