FORMATION OF A SALES MANAGEMENT SYSTEM AT ENTERPRISES WITH A MULTI-LEVEL STRUCTURE IN THE CONTEXT OF DIGITALIZATION OF RELATIONSHIP MARKETING
Abstract
Purpose. This study aims to establish theoretical foundations for constructing an adaptive, customer-centric, and transparent sales management system tailored for enterprises with multi-level organizational structures amidst the challenges and opportunities presented by digital transformation, service transformation and ESG priorities. Methods. To achieve the research objectives, the study employs a combination of system and process approaches, business process analysis methods, comparative analysis of contemporary digital technologies utilized in sales management, and elements of theoretical modeling. This multifaceted methodology facilitates a comprehensive understanding of the integration between traditional management functions and modern digital tools. Results. The research substantiates the necessity of integrating classical management functions – planning, organizing, motivating, and controlling – with advanced digital tools such as Customer Relationship Management (CRM) systems, big data analytics, and business process automation. A model for business process transformation is proposed, encompassing strategic, tactical, and operational levels while considering cross-functional interactions. Key performance metrics are identified to monitor and evaluate sales effectiveness. Scientific Novelty. The study introduces a systemic model of sales management within the context of digitalization, combining relationship marketing, digital technologies, and ethical principles in handling customer data. This model ensures strategic sustainability and enhances the competitive edge of enterprises. Practical Significance. The scientific novelty of the study is the development of a systematic model of sales management for enterprises with a multi-level organizational structure in the context of digital transformation. The proposed model synthesizes the concept of relationship marketing, modern digital technologies and ethical standards for processing customer data, which allows to ensure strategic sustainability, competitiveness and compliance with the principles of sustainable development. Conclusions. The findings underscore that digital transformation necessitates a paradigm shift in sales management, compelling enterprises to adopt innovative strategies for managing customer relationships, automate processes, and foster systemic cross-functional collaboration. The synergy of systemic and process approaches contributes to enhancing enterprise competitiveness and facilitates successful adaptation to the evolving business environment in the digital age.
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