Why Sales Reps Should Welcome Information Technology: Measuring the Impact of CRM-Based IT on Sales Effectiveness
International Journal of Research in Marketing, Vol. 24, No. 4, pp. 336-349, 2007
14 Pages Posted: 9 May 2010 Last revised: 5 Sep 2014
Date Written: 2007
This study seeks to answer the following question: Can sales representatives enhance their performance through their acceptance of information technology (IT) tools? Using data collected from two companies, we show that despite uncertain results and the frequent resistance among salespeople to IT interventions, IT acceptance indeed has a positive effect on sales performance. This occurs because salespeople using IT expand their knowledge and, in turn, gain improved targeting abilities, enhanced presentation skills, and increased call productivity. Thus, sales representatives have a strong incentive to accept IT because doing so is likely to sharpen their own job performance.
Keywords: Operational CRM, SFA usage, Sales productivity, Targeting, Performance
JEL Classification: M3, M1
Suggested Citation: Suggested Citation