Document Type : Original Research


Department of Business Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran


The role and nature of business-to-business (B2B) sales performance has evolved since the end of the 20th century, largely due to technological, organizational, and societal changes. Nevertheless, literature has not yet been able to evolve along with it. The literature lacks research that exclusively shows a framework for determining the critical factors affecting the success of sales performance at the business-to-business (B2B) level. Therefore, this research has been conducted using a mixed method (qualitative and quantitative) to determine the impact of critical factors on the success of business-to-business (B2B) sales performance. At first, the qualitative method of systematic review was used. According to this method, out of 269 articles related to the topic, the results of 40 articles published in reliable databases from 1980 to 2022 have been reviewed and analyzed. Further, interviews were conducted with industry experts in this field, and data analysis was done with the help of SPSS software. The results of the research indicate that success in B2B sales performance may be influenced by 31 effective factors related to four dimensions: individual, organizational, environmental, and customer level. Finally, the limitations of the research and recommendations regarding success in B2B sales performance are provided.


Main Subjects


©2024 The Author(s). This is an open access article distributed under the terms of the Creative Commons Attribution (CC BY 4.0), which permits unrestricted use, distribution, and reproduction in any medium, as long as the original authors and source are cited. No permission is required from the authors or the publishers.

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