Managing IT Instruments of the Industrial Enterprise Sales System

This article observes the peculiarities of the industrial enterprise sales instruments integration and management for the Russian market. Such instruments as business client relationships module, manufacturer's online store, partner's online office (order management), trade platform management, partner's online training module play an important role in the sales management system. However, there are factors (e.g., situational local market and audience characteristics) which impede the active IT instruments integration into the national manufacturers' sales management systems and slow down any initiative to incorporate ones that a manufacture should supposedly take upon oneself. Nevertheless, the development of IT technologies gives manufactures an opportunity to lead their sales systems out on a new qualitative level. The main objective of this article is to carry out a critical analysis of the abovementioned IT instruments as well as to define their positive effect on sales systems. The authors introduce an improvement technique to the sales systems through the integration of IT instruments such as client relationships module, manufacturer's online store, partner's online office (order management), trade platform management, etc. The main scientific novelty points of the proposed improvement technique tend to be a more accurate comprehension and systematization of the technique, which are believed to open up an entire spectrum of various directions of the enterprise sales system development. The introduced technique allows managing contacts with end consumers through a set of consecutive interactions omitting distributors and increasing the quality of partners' relationships by using the virtual system. It is specifically important to draw the readers' attention to a balance between B2B and B2C channel in the introduced technique which might be manifested in the pricing policy adjustments. The introduced technique can be applied for local markets and allows selecting the optimal matching basic instruments set.

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