Comparing the required competencies of sales professionals servicing digital and physical channels of sale: a case study of a German children's entertainment company.

The digital transformation of the children's entertainment industry has burdened sales departments with having to deal with shifting markets and rapidly changing consumer behaviour, e.g. a move toward streaming. Companies are being forced to reorganise their sales departments to serve digital channels - in addition to traditional physical channels. We investigate how required competencies for sales professionals differ between the two channel types, by conducting a case study with a leading German company in the children's entertainment industry. Based on an analysis of several e-mails and internal reports, we develop a competency lexicon in a first step. We subsequently conduct behavioural event interviews with all persons involved in sales and use the competency lexicon for coding. We then compare required competencies of sales professionals servicing digital and physical sales channels. This short paper ends with a discussion of the next steps planned for acquiring a comprehensive picture beyond the case company. [ABSTRACT FROM AUTHOR]