Anjos, Samuel Lúcio Batista dos2026-03-042026-03-042024-11-14http://hdl.handle.net/10400.24/2901Business-to-business (B2B) sales in large companies are undergoing a process of transition and digital transformation due to technological developments. The transition from the traditional commercial approach to complete virtualization raises crucial questions about the adoption of digital practices and tools. The integration of new tools and digital technology trends is essential for change and progress in an increasingly competitive market. Any change in an organization must be carefully studied and analyzed to prevent mistakes. In the case of telecommunications companies and field sales, a virtual approach requires tailor-made strategies to ensure that digital interactions take place effectively, intuitively, and fluidly. Despite being the way forward, this adoption of digital transformation in sales is fraught with challenges, and with these will come new opportunities.engDigital transformationvirtual approachdigital toolsmaster thesis