Strategic renewal and salesforce ambidexterity

Abstract

Salesforce of business-to-business companies plays an important role in strategic renewal. As the main interface to customers, they have a crucial role in revenue generation of strategically new products, which is the firm’s explorative activity. Simultaneously, they need to exploit revenue from traditional products, to maintain cash flow and profitability. The reluctance of the salesforce to sell the new strategic products can undermine the success of the renewal. In our research, we observe the tools the top management can use to move the focus of attention of a contextually ambidextrous salesforce to explorative activities during renewal. Based on a case study research of a global IT company we conclude that personal benefits, managerial communication, training, and coherent internal processes and support systems have a strong positive impact on salesforce attention towards explorative activities. Market and customer readiness influences salesforce attitude toward the sale of radically new products.