Impediments to sales force automation

Impediments to sales force automation

Sales force automation (SFA) occurs when firms adopt technology to improve the efficiency and effectiveness of sales-related activities. Research has shown, however, that 55–75% of SFA projects fail. This paper first identifies and explains impediments that exist in three SFA areas: planning, commun...

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Veröffentlicht in:Industrial marketing management 2005-05, Vol.34 (4), p.313-322
Hauptverfasser: Honeycutt, Earl D., Thelen, Tanya, Thelen, Shawn T., Hodge, Sharon K.
Format: Artikel
Sprache:eng
Schlagworte:
Business economics
Business management
Business strategies
Business studies
Communication
Marketing
Organizational structure
Sales force automation
Sales force management
Sales management
Sales strategy
Sales techniques
Salesforce automation
Salespeople
Studies
Technology
Technology acceptance
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Zusammenfassung:Sales force automation (SFA) occurs when firms adopt technology to improve the efficiency and effectiveness of sales-related activities. Research has shown, however, that 55–75% of SFA projects fail. This paper first identifies and explains impediments that exist in three SFA areas: planning, communication, and evaluation. The high failure rate of SFA can also be explained by gaps that exist, between the sales force and management, in SFA perceptions and goals. Finally, after discussing each of these areas, study implications are provided to sales managers and suggestions are offered for future research.
ISSN:0019-8501
1873-2062
DOI:10.1016/j.indmarman.2004.09.012