“Data utilization” as well as “value-based selling” are phenomena widely discussed among academics and practitioners (for example, Manyika et al., 2014; Gandomi & Heider, 2015; Vargo & Lusch, 2016). Developing innovations that deviate from customary offerings and utilize data in innovations, may be a challenge for companies (Erevelles et al., 2016). Utilizing large amounts of data will lead to several kinds of challenges in business-to-business (B2B) companies (see for example, Erevelles et al., 2016; Chen & Zhang, 2014; Barnaghi et al., 2013). Thus, combining big data and business processes can be an insurmountable problem for the vast of majority of large and mediumsized organizations (Frizzo-Barker et al., 2016). Furthermore, when it comes to commercialization, it is crucial that the customer’s needs are very carefully studied early in the innovation process in order to answer them by means of data analysis. In value-based selling, quantifying value and understanding it from both the seller’s and the buyer’s perspective is important (Töytäri et al., 2011). However, although data utilization and value-based selling are widely studied, previous studies do not adequately emphasize the sales perspective when selling data-based value in B2B markets.

中文翻译：

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在企业对企业市场中销售基于数据的价值

“数据利用”和“基于价值的销售”是学术界和从业者广泛讨论的现象（例如，Manyika 等，2014；Gandomi & Heider，2015；Vargo & Lusch，2016）。开发偏离常规产品并在创新中利用数据的创新，对公司来说可能是一个挑战（Erevelles 等，2016）。使用大量数据将导致企业对企业 (B2B) 公司面临多种挑战（例如，参见 Erevelles 等，2016；Chen & Zhang，2014；Barnaghi 等，2013）。因此，对于绝大多数大中型组织来说，结合大数据和业务流程可能是一个无法解决的问题（Frizzo-Barker 等，2016）。此外，在商业化方面，在创新过程的早期对客户的需求进行非常仔细的研究，以便通过数据分析来回答这些需求，这一点至关重要。在基于价值的销售中，量化价值并从卖方和买方的角度理解它很重要（Töytäri 等，2011）。然而，尽管数据利用和基于价值的销售被广泛研究，但先前的研究并没有充分强调在 B2B 市场上销售基于数据的价值时的销售视角。