Why sales reps should welcome information technology: Measuring the impact of CRM-based IT on sales effectiveness
Ahearne, Michael Hughes, D. Schillewaert, Niels
Ahearne, Michael
Hughes, D.
Schillewaert, Niels
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2007
Journal
International Journal of Research in Marketing
Book
Publication Volume
24
Publication Issue
4
Publication Begin page
336
Publication End page
349
Publication NUmber of pages
Collections
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.
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Journal Issue
Keywords
Sales Management