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

See all articles by Michael Ahearne

Michael Ahearne

University of Houston - C.T. Bauer College of Business

Douglas E. Hughes

affiliation not provided to SSRN

Niels Schillewaert

Vlerick Leuven Ghent Management School

Date Written: 2007

Abstract

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

Ahearne, Michael and Hughes, Douglas E. and Schillewaert, Niels, Why Sales Reps Should Welcome Information Technology: Measuring the Impact of CRM-Based IT on Sales Effectiveness (2007). International Journal of Research in Marketing, Vol. 24, No. 4, pp. 336-349, 2007, Available at SSRN: https://ssrn.com/abstract=1600693

Michael Ahearne (Contact Author)

University of Houston - C.T. Bauer College of Business ( email )

334 Melcher Hall
Houston, TX 77204-6021
United States
713-743-4155 (Phone)
713-743-4572 (Fax)

HOME PAGE: http://www.bauer.uh.edu/Directory/profile.asp?firstname=Michael&lastname=Ahearne

Douglas E. Hughes

affiliation not provided to SSRN ( email )

Niels Schillewaert

Vlerick Leuven Ghent Management School ( email )

Library
REEP 1
Gent, BE-9000
Belgium

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