Keeping B2B Sales Together While Everything Changes: Sales Teams, Sales Roles, and Heedful Interrelating in Solution Selling

Rikke Carlé

doi:10.54337/aau853829184

Keeping B2B Sales Together While Everything Changes: Sales Teams, Sales Roles, and Heedful Interrelating in Solution Selling

Rikke Carlé

Publikation: Bog/antologi/rapport/Ph.d. afhandling › Bog › Forskning › peer review

Abstract

Industrielt Business-to-Business (B2B)-salg er i hastig forandring.
Salgsaktører forventes i stigende grad at levere produkt–service-integrerede
løsninger, hvor maskiner og udstyr suppleres med skræddersyede services
såsom sensorer og digitale teknologier til overvågning af råvare- og
energiforbrug. Samtidig mødes salgsaktører af krav om at integrere
miljømæssige bæredygtighedsreguleringer i deres interaktioner med kunder.
For både sælgende og købende virksomheder opfattes compliance med disse
reguleringer som en nødvendighed, en “license to operate”. I denne
sammenhæng bidrager produkt–service-integrerede løsninger til at
understøtte regulatorisk compliance ved at muliggøre systematisk
dataindsamling og dokumentation.

Disse udviklinger øger kompleksiteten i både de løsninger, der tilbydes, og i
selve salgsprocessen. De forudsætter samtidig specialiseret ekspertise og
øget tværfunktionelt samarbejde på tværs af organisatoriske enheder og
fagligheder. At imødekomme disse forventninger udgør en væsentlig
udfordring. Presset fra både produkt–service-integration og
bæredygtighedsreguleringer er således med til at transformere industrielt
B2B-salg. Disse transformationspres påvirker ikke alene den enkelte
salgsaktør, men også det bredere salgssystem, som omfatter en
mangfoldighed af aktører, interessenter og roller.

Denne afhandling undersøger, hvordan disse transformationspres former og
omformer salgsroller og deres indbyrdes dynamikker. Analysen er guidet af
følgende forskningsspørgsmål:
Hvordan transformeres salgsroller og rolledynamikker i B2B
salgssystemer som reaktion på det dobbelte pres fra produkt
service-integration og miljømæssig bæredygtighedsregulering?
Den empiriske undersøgelse er forankret i den danske industrisektor, som
udgør en central drivkraft for eksport og en væsentlig kilde til både
handelsoverskud og industriel innovation. Afhandlingen er funderet i et
kritisk realistisk perspektiv og anvender en kombination af metoder, der
integrerer teoretiske indsigter med to empiriske komponenter: en
surveyundersøgelse til at etablere den kontekstuelle ramme samt to
kvalitative multiple casestudier baseret på interviewdata.

Afhandlingen bidrager med flere væsentlige teoretiske og ledelsesmæssige
indsigter. For det første viser og foreslår afhandlingen empirisk, hvordan de
dobbelte transformationspres fra øget produkt–service-integration og
miljøreguleringer ændrer og udvider B2B-sælgerens rolle. For det andet
bidrager afhandlingen med empiriske manifestationer af transformationen af
salgsrollen i krydsfeltet mellem salg, produkt–service-integration og
miljømæssig bæredygtighed. Afhandlingen viser, hvordan disse pres kan
give anledning til rollekonflikter og magtkampe i salgsorganisationer som
følge af ændringer i rolleforventninger og ansvarsområder. For det tredje
bidrager afhandlingen til den voksende litteratur om holistiske tilgange til
salg ved at indikere, at høje rolleforventninger rækker ud over de
traditionelle salgsroller. Afhandlingen peger på specialiserede og
ligeværdige B2B-salgsroller, der arbejder side om side som et team,
hvorved kontekstuel siloisering af roller kan overvindes. Introduktionen af
heedful interrelating (opmærksomt samspil) belyser, hvordan salgsprocesser
kan antage karakter af en teamproces i konstant udvikling parallelt med den
fremadskridende salgsproces. Afhandlingen antyder, at heedful interrelating
ikke blot er et teoretisk begreb for teamprocesser, men også kan være en
praktisk nødvendighed i komplekse B2B-salgssituationer. For det fjerde har
opløsningen af salgsteamet som en “ting”, forstået som en fast struktur, og
dets rekonceptualisering som en proces eller et dynamisk forløb
konsekvenser for det ontologiske fundament for salgsbaserede
teamprocesser inden for rollesystemet. Dette påvirker, hvordan
salgsrelaterede samarbejdsprocesser fremadrettet kan studeres, ledes og
understøttes.

Nøgleord: B2B-salg, salgsroller, produkt–service-integrerede løsninger,
bæredygtighedsregulering, rolleteori, heedful interrelating

Originalsprog	Engelsk

Forlag	Aalborg University Open Publishing
Antal sider	151
ISBN (Elektronisk)	97887-7642-317-9
DOI	https://doi.org/10.54337/aau853829184
Status	Udgivet - 2026

Navn	Ph.d.-serien for Det Humanistiske og Samfundsvidenskabelige fakultet, Aalborg Universitet
ISSN	2794-2694

Emneord

salg

Adgang til dokumentet

10.54337/aau853829184

Salg og salgsledelse i et samarbejde mellem AAUBS og UCN
Carlé, R. (Projektleder)
15/08/22 → 15/08/25
Projekter: Projekt › Forskning

Citationsformater

@book{c5303d6656c144499478ee5c2c15f017,

title = "Keeping B2B Sales Together While Everything Changes: Sales Teams, Sales Roles, and Heedful Interrelating in Solution Selling",

abstract = "Industrial business-to-business (B2B) sales is undergoing a transformation. Sales actors are increasingly expected to sell product{\textendash}service integrated solutions, in which machinery and equipment are complemented by bespoke services such as sensors and digital technologies that track raw material use and energy consumption. At the same time, sales actors are required to incorporate environmental sustainability regulations into their interactions with buyers. For both selling and buying firms, compliance with these regulations is perceived as a {\textquotedblleft}license to operate.{\textquotedblright} Product{\textendash}service integrated solutions thereby support regulatory compliance by enabling data and documentation collection. These requirements increase the complexity of both the solution offered and the sales process itself. Furthermore, specialized expertise is required, and cross-functional collaboration with experts is necessary. Meeting these expectations is challenging. The pressures associated with product{\textendash}service integration and sustainability regulations are reshaping industrial B2B sales and pushing transformations. These pressures not only impact the individual sales actor but also the broader sales system, with its many actors, stakeholders, and distinct roles in the sales process. This thesis examines how these transformational pressures might shape and reshape sales roles and their dynamics, guided by the following research question: How are sales roles and role dynamics within B2B sales systems transformed in response to the dual pressures of product{\textendash}service integration and environmental sustainability regulation? The empirical context is the Danish industrial sector, a central driver of exports and a key contributor to the country{\textquoteright}s trade surplus and industrial innovation. This thesis takes a critical realist perspective and employs a mix of methods that combines theoretical perspectives with two empirical components: a survey to establish the specific context and two qualitative multiple-case studies based on interviews. This thesis offers several theoretical and managerial contributions. First, this thesis empirically shows and suggests how the dual transformational pressures of increased product{\textendash}service integration and environmental regulations change and expand the B2B sales role. Second, this thesis contributes empirical manifestations of sales role transformation at the intersection of sales and product{\textendash}service integration and environmental sustainability. The thesis shows how the pressures may induce role stress and power struggles in sales organizations due to changes in role expectations and responsibilities. Third, the thesis contributes to the growing body of holistic approaches to sales by suggesting that high role expectations extend beyond sales roles. This thesis suggests specialized and equal B2B sales roles working side by side as a team, thereby overcoming contextual role siloing. The introduction of heedful interrelating suggests how sales processes may assume a teaming process in flux alongside the unfolding sales process. This thesis suggests that heedful interrelating may not merely be a theoretical construct for teaming processes but may also be a practical necessity in complex B2B sales. Fourth, the dissolution of the sales team as a {\textquotedblleft}thing,{\textquotedblright} equivalent to a fixed structure, and its reframing as a process or flux have implications for the ontological foundation of the sales teaming process within the role system. This shapes how sales teaming processes may be further studied, managed, and supported. Keywords: B2B sales, sales roles, product{\textendash}service integrated solutions, sustainability regulations, role theory, heedful interrelating ",

keywords = "sales",

author = "Rikke Carl{\'e}",

year = "2026",

doi = "10.54337/aau853829184",

language = "English",

series = "Ph.d.-serien for Det Humanistiske og Samfundsvidenskabelige fakultet, Aalborg Universitet",

publisher = "Aalborg University Open Publishing",

address = "Denmark",

}

Keeping B2B Sales Together While Everything Changes: Sales Teams, Sales Roles, and Heedful Interrelating in Solution Selling. / Carlé, Rikke.
Aalborg University Open Publishing, 2026. 151 s. (Ph.d.-serien for Det Humanistiske og Samfundsvidenskabelige fakultet, Aalborg Universitet).

Publikation: Bog/antologi/rapport/Ph.d. afhandling › Bog › Forskning › peer review

TY - BOOK

T1 - Keeping B2B Sales Together While Everything Changes: Sales Teams, Sales Roles, and Heedful Interrelating in Solution Selling

AU - Carlé, Rikke

PY - 2026

Y1 - 2026

N2 - Industrial business-to-business (B2B) sales is undergoing a transformation. Sales actors are increasingly expected to sell product–service integrated solutions, in which machinery and equipment are complemented by bespoke services such as sensors and digital technologies that track raw material use and energy consumption. At the same time, sales actors are required to incorporate environmental sustainability regulations into their interactions with buyers. For both selling and buying firms, compliance with these regulations is perceived as a “license to operate.” Product–service integrated solutions thereby support regulatory compliance by enabling data and documentation collection. These requirements increase the complexity of both the solution offered and the sales process itself. Furthermore, specialized expertise is required, and cross-functional collaboration with experts is necessary. Meeting these expectations is challenging. The pressures associated with product–service integration and sustainability regulations are reshaping industrial B2B sales and pushing transformations. These pressures not only impact the individual sales actor but also the broader sales system, with its many actors, stakeholders, and distinct roles in the sales process. This thesis examines how these transformational pressures might shape and reshape sales roles and their dynamics, guided by the following research question: How are sales roles and role dynamics within B2B sales systems transformed in response to the dual pressures of product–service integration and environmental sustainability regulation? The empirical context is the Danish industrial sector, a central driver of exports and a key contributor to the country’s trade surplus and industrial innovation. This thesis takes a critical realist perspective and employs a mix of methods that combines theoretical perspectives with two empirical components: a survey to establish the specific context and two qualitative multiple-case studies based on interviews. This thesis offers several theoretical and managerial contributions. First, this thesis empirically shows and suggests how the dual transformational pressures of increased product–service integration and environmental regulations change and expand the B2B sales role. Second, this thesis contributes empirical manifestations of sales role transformation at the intersection of sales and product–service integration and environmental sustainability. The thesis shows how the pressures may induce role stress and power struggles in sales organizations due to changes in role expectations and responsibilities. Third, the thesis contributes to the growing body of holistic approaches to sales by suggesting that high role expectations extend beyond sales roles. This thesis suggests specialized and equal B2B sales roles working side by side as a team, thereby overcoming contextual role siloing. The introduction of heedful interrelating suggests how sales processes may assume a teaming process in flux alongside the unfolding sales process. This thesis suggests that heedful interrelating may not merely be a theoretical construct for teaming processes but may also be a practical necessity in complex B2B sales. Fourth, the dissolution of the sales team as a “thing,” equivalent to a fixed structure, and its reframing as a process or flux have implications for the ontological foundation of the sales teaming process within the role system. This shapes how sales teaming processes may be further studied, managed, and supported. Keywords: B2B sales, sales roles, product–service integrated solutions, sustainability regulations, role theory, heedful interrelating

AB - Industrial business-to-business (B2B) sales is undergoing a transformation. Sales actors are increasingly expected to sell product–service integrated solutions, in which machinery and equipment are complemented by bespoke services such as sensors and digital technologies that track raw material use and energy consumption. At the same time, sales actors are required to incorporate environmental sustainability regulations into their interactions with buyers. For both selling and buying firms, compliance with these regulations is perceived as a “license to operate.” Product–service integrated solutions thereby support regulatory compliance by enabling data and documentation collection. These requirements increase the complexity of both the solution offered and the sales process itself. Furthermore, specialized expertise is required, and cross-functional collaboration with experts is necessary. Meeting these expectations is challenging. The pressures associated with product–service integration and sustainability regulations are reshaping industrial B2B sales and pushing transformations. These pressures not only impact the individual sales actor but also the broader sales system, with its many actors, stakeholders, and distinct roles in the sales process. This thesis examines how these transformational pressures might shape and reshape sales roles and their dynamics, guided by the following research question: How are sales roles and role dynamics within B2B sales systems transformed in response to the dual pressures of product–service integration and environmental sustainability regulation? The empirical context is the Danish industrial sector, a central driver of exports and a key contributor to the country’s trade surplus and industrial innovation. This thesis takes a critical realist perspective and employs a mix of methods that combines theoretical perspectives with two empirical components: a survey to establish the specific context and two qualitative multiple-case studies based on interviews. This thesis offers several theoretical and managerial contributions. First, this thesis empirically shows and suggests how the dual transformational pressures of increased product–service integration and environmental regulations change and expand the B2B sales role. Second, this thesis contributes empirical manifestations of sales role transformation at the intersection of sales and product–service integration and environmental sustainability. The thesis shows how the pressures may induce role stress and power struggles in sales organizations due to changes in role expectations and responsibilities. Third, the thesis contributes to the growing body of holistic approaches to sales by suggesting that high role expectations extend beyond sales roles. This thesis suggests specialized and equal B2B sales roles working side by side as a team, thereby overcoming contextual role siloing. The introduction of heedful interrelating suggests how sales processes may assume a teaming process in flux alongside the unfolding sales process. This thesis suggests that heedful interrelating may not merely be a theoretical construct for teaming processes but may also be a practical necessity in complex B2B sales. Fourth, the dissolution of the sales team as a “thing,” equivalent to a fixed structure, and its reframing as a process or flux have implications for the ontological foundation of the sales teaming process within the role system. This shapes how sales teaming processes may be further studied, managed, and supported. Keywords: B2B sales, sales roles, product–service integrated solutions, sustainability regulations, role theory, heedful interrelating

KW - sales

U2 - 10.54337/aau853829184

DO - 10.54337/aau853829184

M3 - Book

T3 - Ph.d.-serien for Det Humanistiske og Samfundsvidenskabelige fakultet, Aalborg Universitet

BT - Keeping B2B Sales Together While Everything Changes: Sales Teams, Sales Roles, and Heedful Interrelating in Solution Selling

PB - Aalborg University Open Publishing

ER -

Keeping B2B Sales Together While Everything Changes: Sales Teams, Sales Roles, and Heedful Interrelating in Solution Selling

Abstract

Emneord

Adgang til dokumentet

Fingeraftryk

Projekter

Salg og salgsledelse i et samarbejde mellem AAUBS og UCN

Citationsformater