Sales capability creation during new product development – early involvement of sales

In: The journal of business & industrial marketing, Band 36, Heft 13, S. 263-273

Abstract

Purpose
This study aims to focus on creating sales capability as part of new product development (NPD). The aim is to define generic requirements for building sales capability as a part of NPD and to propose a necessary process by defining key activities for sales readiness.


Design/methodology/approach
An inductive and qualitative research method was used to construct a sales capability creation process based on a current state analysis in seven companies.


Findings
The results indicate that the status of companies' sales-related planning varies during the NPD, and the related activities are not systematically managed. Considering sales early is necessary to enable a smooth and cost-efficient start of sales, and to avoid unnecessary delays and problems in other functions. At the same time, the companies recognise the need for improvement.


Originality/value
This paper presents a potential process including systematic activities for creating sales capability in conjunction with product development, which is novel to the literature. The proposed process is applicable in aligning industrial company needs.