Abstract
Sales organizations confront an array of technologies. Each technology promises to improve sales effectiveness. Among these, augmented reality (AR) allows virtual objects to be placed within a physical environment to provide understanding and enhance customer solutions. AR has attracted attention, yet its use in B2B selling remains limited. We develop a conceptual model explaining why B2B sales organizations choose to use AR, how sensemaking enables its use, and how it yields solution effectiveness. Interviews with sales executives were used to refine the framework and strengthen its practical relevance. The model provides guidance on how AR can create value within sales.