Traditional sales systems have been disrupted by technological developments. In order to  adapt, companies are changing the way they interact with their customers in business-to-business markets. In the last three decades, multi-channel strategies have spurred the proliferation of different sales channels and new ways of managing sales systems. The purpose of this research was to investigate what should be considered when managing multi-channel sales systems with the objective of increasing sales efficiency. The study has investigated current utilisation of multi-channel sales systems in the context of a business-to-business setting in industrial companies that are involved in the Swedish automotive industry. Multi-channel sales systems can be utilised to achieve many different objectives. However, this research pays specific attention on how to improve sales efficiency by utilising multi-channel sales systems in the context of a business-to-business setting. The research employed an explorative case study, where semi-structured and structured interviews were conducted at a case company and at companies that are first or second tier suppliers in the Swedish automotive industry. The qualitative data were analysed using thematic analysis. The empirical findings indicate that the most prevalent measure for increasing sales efficiency is to prioritise and allocate customers based on economic attractiveness. Furthermore, the key issues that impede sales efficiency in multi-channels sales system are misaligned sales activities, deficient prioritisation procedures, insufficient promotion of customer value and inadequate focus on customers. The findings highlight key areas to address and may provide guidelines for the design and management of multi-channel sales systems with the specific purpose of obtaining sales efficiency. The implications of this research are mainly practical and are aimed at supporting sales managers, or individuals in similar positions engaged in multi-channel sales system design and management, in obtaining sales efficiency. Managers should focus on aligning sales activities across the whole  sales system, allocate customers according to prioritisation and stay in line with market developments by understanding customer behaviours and perceptions.

Purpose: The main purpose of the study is to create an understanding of whether a company's development work with creating a high degree of integration is of relevance to consumers. This because there are shared opinions about consumer behaviour in a multi-channel environment. Method: The survey methodology used in this study is qualitative study. The collected data was made through focus group interviews which represent the primary data. The secondary data consists of previous research. Conclusion: The conclusion from this study shows that channel integration in many cases gives a positive attitude towards consumers. However, there are exceptions where channel integration is not attractive or sought after. Instead attributes are more in focus. But overall, channel integration has a positive impact on consumers / Syfte: Studiens huvudsakliga syfte är att skapa en förståelse kring huruvida ett företags utvecklingsarbete med att skapa en hög grad integration är av relevans enligt konsumenterna, då det råder skilda meningar från tidigare forskning. Metod: Den utförda undersökningsmetod som används i denna studie är en kvalitativ under-sökning. Där den insamlade datan gjordes genom fokusgruppsintervjuer, vilket representerar den primära datan. Den sekundära datan bestårav tidigare forskning. Det utfördes sedan en jämförelse mellan primär och sekundär data. Slutsats: Studiens slutsats visar på att konsumenter erhåller en positiv attitydtill kanal-integration, men det finns dock undantag där kanalintegration inte är lika eftertraktat och attraktivt där attribut står mer i fokus. Men överlag visas kanalintegration ha en positiv inverkan på konsumenters attityd.