When Sales Meet Process Mining – Presentation at the International Conference on Information Systems

Gaël Bernard presented results of the CTI-funded research project “Real-Time Sales Planning and Performance Management (SPPM)” at the International Conference on Information Systems (ICIS) in Dublin.

G. Bernard, T. Boillat, C. Legner, P. Andritsos:
When Sales Meet Process Mining: A Scientific Approach to Sales Process and Performance Management
Proceedings of the International Conference on Information Systems (ICIS), Dublin, 2016

Selling has long been considered as an ” art ” driven by personal intuition and native sales talent. However, significant changes have occurred over the past 30 years, as a result of technological advances and changing customer expectations. As one answer to these changes, practitioners and scholars have promoted the idea of ” sales as a science ” , relying on documented, repeatable ways of selling that reflect scientific methods. We argue that process mining is a relevant candidate for empowering ” sales as a science ” via its capacity to analyze, discover, and enhance end-to-end processes. Through a design science approach, we propose a framework for applying process mining to sales, comprising a refined notation and seven process mining analysis scenarios. Our study represents a first step towards gaining a better understanding of real-world sales processes based on digital traces from operational systems e.g., customer relationship management (CRM) systems, or emerging technologies e.g., smart watches.

Further information: Article (AIS library, ResearchGate), poster