Salesforce automation systems: an exploratory examination of organizational factors associated with effective implementation and salesforce productivity

Abstract

Given the current information-rich competitive environment, firms must seek ways to utilize technology and information to improve firm productivity. Salesforce automation (SFA) systems are one approach to increased productivity due to their ability to gather and synthesize a wealth of customer and competitor information. Experts suggest, however, a majority of SFA system adoptions fail due to implementation failures. Recognizing the implication of a failed implementation, a conceptual model of SFA implementation effectiveness and firm productivity is proposed. The model proposes that an “enabling” climate and shared values that are congruent with the SFA innovation are necessary for successful implementation. To provide insight into the organizational factors needed to effectively implement SFA innovations, interviews were conducted and rank-order data was collected from sales professionals. Results suggest that an appropriate implementation climate includes sufficient training, encouragement, facilitative leadership, and organizational support. Shared values that are necessary include a customer orientation, adaptive cultural norms, information-sharing norms, entrepreneurial values, and trust among organizational members. Results further indicate that an effective implementation may lead to enhanced productivity through better account prospecting, development, and buyer profiling.