Commentary: practical insights for sales force digitalization success: the scholar’s perspective

The Zoltners, Sinha, Sahay, Shastri, and Lorimer (2021) article provides an excellent macro model of how sales digitization is related to organizational success. Additionally, the authors provide recommendations for avoiding pitfalls and achieving success in sales digitization programs. The intent of this article is to facilitate future research on these linkages identified in the Zoltners et al. article by discussing how specific models and theories might inform research on these linkages, including Complexity Leadership Theory, business models and contextual boundary conditions, a resource-based view of the firm, and Transaction Cost Theory.