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Dieser Verkaufsansatz vermarktet keine einzelnen Produkte oder Dienstleistungen, sondern ma\u00dfgeschneiderte L\u00f6sungen. Die Komplexit\u00e4t und Individualit\u00e4t der verkauften L\u00f6sungen erzeugt einen erh\u00f6hten Bedarf an relevanter und genauer Information auf beiden Seiten: Potenzielle K\u00e4ufer recherchieren bereits vorab nach potenziellen L\u00f6sungen und die Anbieter m\u00fcssen wiederum die Situation des K\u00e4ufers verstanden haben. F\u00fcr dieses tiefgreifende Verst\u00e4ndnis der Kundenanforderungen sowie die passgenaue Distribution notwendiger Informationen ist eine enge Zusammenarbeit von Marketing, Vertrieb und Customer Success Management notwendig. Traditionelle Unternehmensstrukturen weisen jedoch oft eine Trennung zwischen Abteilungen auf, was zu Effizienzverlusten in der Kundenansprache und -bindung f\u00fchren kann. Besonders in mittelst\u00e4ndischen Unternehmen dominiert h\u00e4ufig der Vertrieb, w\u00e4hrend das Marketing unterrepr\u00e4sentiert ist und das Customer Success Management in der Entwicklung hinterherhinkt. Dieser Beitrag stellt einen integrierten Verkaufsansatz vor und zeigt strategische Ma\u00dfnahmen zur F\u00f6rderung der Integration auf. Diese umfassen u.\u202fa. die Dezentralisierung von Entscheidungsprozessen, die Bildung funktions\u00fcbergreifender Teams oder die Einf\u00fchrung integrativer Rollen wie die eines Chief Revenue Officer (CRO).<\/jats:p>","DOI":"10.1365\/s40702-024-01089-w","type":"journal-article","created":{"date-parts":[[2024,6,17]],"date-time":"2024-06-17T13:02:32Z","timestamp":1718629352000},"page":"609-622","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Umdenken beim Verkauf von Business-to-Business-L\u00f6sungen: Integration von Marketing, Vertrieb und Customer Success Management","Rethinking the Sales Approach for Business-to-Business Solutions: Integration of Marketing, Sales, and Customer Success Management"],"prefix":"10.1365","volume":"61","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-9378-1410","authenticated-orcid":false,"given":"Carolin","family":"Durst","sequence":"first","affiliation":[]},{"given":"Jens","family":"P\u00f6ppelbu\u00df","sequence":"additional","affiliation":[]}],"member":"93","published-online":{"date-parts":[[2024,6,17]]},"reference":[{"key":"1089_CR1","doi-asserted-by":"publisher","first-page":"324","DOI":"10.1016\/j.indmarman.2022.02.001","volume":"102","author":"W Biemans","year":"2022","unstructured":"Biemans\u00a0W, Malshe\u00a0A, Johnson\u00a0JS (2022) The sales-marketing interface: A\u00a0systematic literature review and directions for future research. 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