DEI in B2B selling: a systematic review and research agenda

Abstract

Diversity, equity, and inclusion (DEI) has emerged as a central component of a thriving workplace culture, enhancing employee well-being, creativity and innovation, decision-making, and overall performance. Despite its growing importance, the human aspect in a business-to-business (B2B) sales context, specifically the DEI component, is still insufficiently explored. To address this gap, this paper emphasizes the critical role of DEI in B2B sales organizations—not only in promoting a positive workplace culture but also in harnessing the innovative potential of diverse teams. To achieve this, we conduct a systematic literature review that synthesizes existing research on DEI in B2B sales while identifying key research gaps. Drawing on 56 B2B sales articles, we propose a comprehensive framework and a targeted research agenda. Our analysis reveals four key sub-domains: (1) hiring, (2) sales management practices, (3) sales approach and customer interactions, and (4) turnover. Each of these sub-domains highlights critical areas for further investigation. Ultimately, our findings aim to enhance both the academic and practical understanding of DEI’s impact on B2B sales. In doing so, we provide actionable insights to help leaders effectively integrate DEI practices into their organizations, fostering more pleasant and successful work environments.