Sales Force Automation Systems and Sales Force Productivity

Abstract

Salespeople are in a unique position of being in very close proximity to customers and thus have the ability to create and maintain long-term relationships with them. Sales force automation systems (SFA) have the ability to help or hinder this relationship building process. This article looks at SFA and its impact on sales force productivity. Much of the current research in the area of SFA seems to focus on efficiency issues within the firm, with particular attention being paid to technology implementation and reasons for high SFA failure rates. The authors review past literature and identify potential areas for future research by creating and presenting a research agenda. Many of the future research areas lie in the realm of effectiveness of SFA rather than the efficiency side of SFA. Although efficiency is still of great importance to SFA researchers and practitioners, the customer or relationship focus of SFA effectiveness is also needed.

Key Words:

• Relationship marketing
• marketing productivity
• sales force automation
• SFA