In today’s highly digital world a great undertaking for organizations is the transformation of value processes from the classical analog to the modern digital. How and when does this transformation unfold and could digital innovations within sales processes be a driving force for this transformation. For companies striving to achieve such change how and when transformation is possible is an important question to answer. Drawing on extent research through Vial (2019) and Skog (2019) on digital transformation, we aim to answer this question with a multiple case study design covering five different organizations with ties to a consulting firm that provides digital innovation in the form of Search Engine Optimization, web-site development and sales process development. Using the assumption that the disruption has already happened and that companies need to be ambidextrous we analyze our empirical material through key constructs in Vial’s (2019) process model of digital transformation to get a broader understanding of how and when these innovation processes facilitates responses to environmental change by resulting in digital transformation. We find that within some of these organizations a digital transformation has happened through the innovation process, but we also find that some companies are hindered in the transformation by external variables