Adapting Small and Medium-Sized Enterprises to the Digital Scenario: A Practical Framework for Leveraging Sales

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@article{1723808,
      author = {Tais Fraile, Thiago Anderson Lira Clemente},
      title = {Adapting Small and Medium-Sized Enterprises to the Digital Scenario: A Practical Framework for Leveraging Sales},
      journal = {Iconic Research And Engineering Journals},
      year = {2026},
      volume = {10},
      number = {4},
      pages = {1394-1398},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1723808.pdf},
      abstract = {Small and medium-sized enterprises (SMEs) were among the organizations most affected by the acceleration of digitalization that followed the COVID-19 pandemic, yet they often lack the resources, skills and structures needed to adapt their marketing. This narrative review examines how SMEs can adjust their business and marketing practices to the digital scenario in order to leverage sales. Peer-reviewed studies and reference works published up to 2023 on digital transformation, digital marketing, customer relationship management and marketing analytics were analyzed qualitatively. The literature shows that successful SME adaptation tends to follow a staged path: diagnosing the customer journey and the firm’s digital maturity, establishing an integrated digital presence, developing relevant content and engagement, structuring customer relationship management and adopting simple performance indicators that link marketing actions to sales. Rather than large technology investments, the evidence points to the consistent use of accessible tools, clear priorities and a test-and-learn culture as the main drivers of results. Based on these findings, the article proposes a six-stage practical framework, summarizing objectives, actions and indicators for each stage. The framework is intended to help managers and consultants guide the digital adaptation of SMEs in a structured and measurable way.},
      keywords = {small and medium-sized enterprises; digital transformation; digital marketing; sales growth; customer relationship management; marketing analytics; business model; digital maturity},
      month = {October},
  }