The digitalisation of the sales in a B2B company, the role of data analytics in the process and the case of Würth Italia

Abstract

The digitalisation has changed the way companies approach their clients by making it simpler for the customer and at the same time it has enabled these companies to gain a more detailed knowledge about the market they are in and their customers. This work is aimed to better understand this revolution in B2B companies and the impact that data analytics had in this process. The work is composed of two parts: the first will be an analysis of the state of the art and the second part will be a case study of the situation and what has been implemented by Würth Italia, a world leading B2B company in the distribution of c parts.