Holistic Selling in B2B sales with Prof. Michel van der Borgh & Assoc. Prof. Selma Kadic-Maglajlic

What does it mean to sell holistically in complex B2B environments? In this episode, Professor Michel van der Borgh and Associate Professor Selma Kadic-Maglajlic from Copenhagen Business School unpack the groundbreaking Holistic Selling paradigm, recently introduced in the Journal of Marketing (Kalwey et al., 2025). They explore how salespeople act as orchestrators, balancing buyer and supplier interests, integrating data with empathy, and creating value across multiple touchpoints. Tune in to discover how Holistic Selling is redefining the salesperson’s role in modern B2B markets.