Many organizations invest in digital platforms to improve sales processes and customer interactions. However, technological implementation alone does not guarantee broad user adoption or business value realization. This study therefore investigates the organizational and process-related conditions that enable successful digital platform adoption and business value realization in a B2B sales environment.

The study combines a structured literature review with a qualitative case study conducted in an international B2B company. Qualitative interviews with relevant stakeholders and customers were analyzed using qualitative content analysis to explore the organizational and process-related conditions influencing platform adoption and business value realization.

The findings indicate that successful digital platform adoption depends on more than technological functionality alone. Organizational factors such as employee awareness, confidence in the information provided by the platform, and employee involvement, together with process-related factors such as alignment with existing business processes and integration into everyday work practices, were identified as key enablers of continued platform use and business value realization. Based on these findings, the study proposes strategic recommendations to strengthen platform adoption, improve the integration of digital platforms into everyday work practices, and support the long-term realization of business value.