Value drivers for technology enabled sales force automation

Abstract

A growing trend in sales management is the shift toward enhancing customer relationships and productivity through the use of sales force automation (SFA) tools. Although there is a growing significance and potential of SFA, success rates for SFA implementations have been found to be quite low. Adoption of an SFA tools by the sales force has been found to be a critical factor for its successful implementation. If the sales force considers SFA as a tool to increase productivity, or efficiency then the system is more likely to be accepted. We explore various individual characteristics that moderate the relationship between technology and sales performance. In this paper, we identify the value drivers and critical success factors for successful implementation of technology enabled SFA. This paper presents the understanding of the SFA in the context of developing economies. Using extensive literature review, the value drivers for technology enabled SFA are identified.