Title: Value drivers for technology enabled sales force automation

Authors: Sandeep Puri; Jayanthi Ranjan

Addresses: Institute of Management Technology, Raj Nagar, Ghaziabad-201001, India. ' Institute of Management Technology, Raj Nagar, Ghaziabad-201001, India

Abstract: A growing trend in sales management is the shift toward enhancing customer relationships and productivity through the use of sales force automation (SFA) tools. Although there is a growing significance and potential of SFA, success rates for SFA implementations have been found to be quite low. Adoption of an SFA tools by the sales force has been found to be a critical factor for its successful implementation. If the sales force considers SFA as a tool to increase productivity, or efficiency then the system is more likely to be accepted. We explore various individual characteristics that moderate the relationship between technology and sales performance. In this paper, we identify the value drivers and critical success factors for successful implementation of technology enabled SFA. This paper presents the understanding of the SFA in the context of developing economies. Using extensive literature review, the value drivers for technology enabled SFA are identified.

Keywords: sales force automation; SFA implementation; technology; sales management; customer relationship management; CRM; value drivers; critical success factors; CSFs; developing economies.

DOI: 10.1504/IJECRM.2011.044691

International Journal of Electronic Customer Relationship Management, 2011 Vol.5 No.3/4, pp.259 - 271

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 31 Dec 2011 *

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