Abstract
While sales force automation (SFA) and customer relationship management are important concepts in business-to-business selling, many instructors struggle to effectively integrate these topics into their curriculum. The research described in this article offers a role play and two coordinating sets of slides that aim to help students better understand what SFA is, why it is important, and when it should be used. A comparison of responses to pre- and post-test measures provides some support for improvement in students’ perceived knowledge. In addition, student performance on a separate panel of multiple-choice and short-answer questions begins to show promise regarding actual student learning.
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