Why does Digital maturity matter? The importance of automating processes, gaining efficiencies, and reducing cost within an organisation becomes more and more important. This is combined with the need to develop ever-increasing revenue streams and generating healthy profit margins. These requirements put substantial pressure on companies irrespective of whether they are small, large or global multinationals. During the LinkedIn Social Selling event in Paris on the 5th of April 2016, all the speakers on the panel highlighted the importance of one specific trend that supports the requirements laid out above: the concept of Social Selling . This is defined as “ the process of developing relationships as part of the sales process. Today this often takes place via social networks such as LinkedIn, Twitter, Facebook, and Pinterest, but can take place either online or offline” (Wikipedia, 2016) . LinkedIn has made social selling more ...