Why sales reps should welcome information technology: Measuring the impact of CRM-based IT on sales effectiveness

To link to full-text access for this article, visit this link: http://dx.doi.org/10.1016/j.ijresmar.2007.09.003 Byline: Michael Ahearne (a), Douglas E. Hughes (a), Niels Schillewaert (b) Keywords: Operational CRM; SFA usage; Sales productivity; Targeting; Performance 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. Author Affiliation: (a) University of Houston, USA (b) Vlerick School of Management, Belgium Article Note: (miscellaneous) First received in September 21, 2006 and was under review for 5 months