Disruption in B2B sales

Internet of Competition (IoC) model disrupts B2B business in a radical manner. Effectiveness of sales process is no longer a matter of latest technology or trend in sales methods. It’s a matter of creating a closed loop for effective learning from changes. These changes can derive from competitors, markets or even pandemics such as COVID-19. The winner in today’s and upcoming competition is the one who can learn fastest! Similar closed loop systems have already been broadly implemented in B2C e-commerce companies who adopt their online-shop algorithms to learn from customer buying behavior in order to recommend or sell new products with high Win Rate.

Internet of Competition

Reasons why do we need closed loop in sales process, levels of IoC stack, applications, and related research and publications.

Closed Loop

Why do we need closed loop in sales process? “Continuous learning” (or Continuous improvement) is a well-known metaphor for sales effectiveness, but implementation in B2B sales has not been done due to the lack of a structured approach. Now this structure IoC stack is established, and, consequently, B2B companies (from self-employed to large corporates) as well as related service providers (=consultants) and technology vendors (CRM) can adapt it in daily business. It has been estimated (Ultra Lean Sales, the revolution of business growth, ISBN: 978-9528017813), that companies who implement the IoC model can easily improve their Win Rate by 3–6 %-points, and many even by 20–30 %-points. For most businesses this means that within 3–6 years you can double your business or even kick of exponential growth, just by effective learning from the past.

Levels of IoC Stack

Level 1: (Human) sensors. Level 2: Infrastructure. Level 3: Analysis (data & process). Level 4: Application. Level 5: Digital service. Competitiveness, Data, Information, Business decisions, Improved Win Rate, Data quality, Customers, competitors, market


Hundreds of different IoC applications are expected to raise in next few years, all answering the key questions:

  1. How do I win a sales case?
  2. How do I stand out from competition?
  3. How do I learn from lost sales cases?
  4. How do I eliminate my weaknesses?

These applications range from sales process optimisation and portfolio competitiveness, to improving Win Rate via well targeted corrective and preventive measures on pricing, strategy, quality, brand, security, sustainability and other buying criteria.

Further reading

Related Research and Publications

  • Leijala A., 2020, Disruption in B2B sales, Internet of Competition (IoC) model changes the way we sell, Global Sales Science Institute (GSSI) publications. Download
  • Leijala A., 2019, Ultra Lean Sales: The revolution of business growth, ISBN: 9789528017813.
  • Improving efficiency of small business's sales via data, analytics and process development, ongoing doctoral research at Industrial Engineering and Management, Oulu University, Finland.

If you’re looking for a B2B sales efficiency related doctoral research project, contact antti.leijala@ioc.business.


Join the IoC discussion forum in LinkedIn.

Author Bio

Antti Leijala

Antti Leijala, author of Internet of Competition (IoC) model, is a recognised speaker, trainer, consultant, and author. He has over 20 years of experience in global business and has personally helped over 150 companies to improve their business and sales performance. His passion is to help B2B companies improve sales process efficiency, especially measured by Win Rate. Read more about Antti’s background from his LinkedIn-profile and send an invite request to start personal dialogue.