Mémoire-projet

Abstract

This thesis examines how technological tools, integrated within a Sales Enablement approach, can support the effectiveness of sales teams in an international B2B environment through the case of EVS Broadcast Equipment. The research was conducted within the Sales Excellence Team (SET), a globally distributed commercial department relying on multiple digital platforms such as CRM systems, SharePoint, Teams and artificial intelligence tools. The study originated from recurring operational difficulties related to information access, document dispersion and the coexistence of several technological systems. Despite the availability of numerous tools, sales teams still faced challenges in locating reliable and updated information quickly, which generated inefficiencies and time loss in daily activities. To address this issue, the thesis explores the following research question: How can technological tools, integrated within a Sales Enablement approach, support the effectiveness of sales teams in an international B2B context? The research follows an exploratory and primarily inductive methodology combining qualitative and descriptive quantitative approaches. Semi-structured interviews, document analysis, field observations and a quantitative survey were conducted with members of the commercial department across different regions and functions. Based on the findings, an artificial intelligence Copilot Agent was progressively deployed to support sales teams by facilitating access to internal knowledge and documentation. The project also included document restructuring, the creation of playbooks and several communication and support initiatives. The results highlight that the effectiveness of technological tools depends less on their technical capabilities than on organizational conditions such as information quality, document structuring, communication, training and managerial support. The study also shows that artificial intelligence can improve operational efficiency by reducing information search time and facilitating access to knowledge, provided that the underlying documentation remains reliable and continuously updated. Overall, this thesis demonstrates that digital transformation in sales organizations is not solely a technological issue but also a human and organizational challenge requiring alignment between tools, processes and users.