Storbacka, KajRyals, LynetteDavies, Iain A.Nenonen, S.2012-05-102012-05-102009-07-01Kaj Storbacka, Lynette Ryals, Iain Davies, Suvi Nenonen, The changing role of sales: viewing sales as a strategic, cross-functional process. European Journal of Marketing, Volume 43, Number 7/8, pages 890-9060309-0566http://dx.doi.org/10.1108/03090560910961443http://dspace.lib.cranfield.ac.uk/handle/1826/3695Purpose – Although there is substantial practitioner evidence for changes in the role and functioning of sales in the twenty-first century, there is little academic research charting new directions for the sales function in a business- to-business context. This paper aims to report on four case studies that illustrate how sales is changing. Design/methodology/approach – The case studies involve large global companies who were changing their existing sales process to adapt to changing circumstances. The organizations comprised four global industries: construction, power solutions, building technology, and electronics and software. Findings – The results demonstrate that sales is changing in three interrelated aspects: from a function to a process; from an isolated activity to an integrated one; and is becoming strategic rather than operational. Originality/value – The results suggest that changes in the role of sales will affect sales processes and the way that the sales function liaises with other depaen-UKCase studiesChange managementSalesSales forceSales strategiesArticle