Introduction

This book describes the approaches and strategies related to sales force automation (SFA) and customer relationship management (CRM). Although corporations have embraced CRM as a key business strategy, many companies are still figuring out the best way to shape and execute this strategy. To address this problem, this book focuses on selection and implementation issues related to CRM.

In chapter 1, the use of sales technology is categorized into two dimensions, namely the use of SFA and the use of CRM, based on their level of specificity for influencing different salespersons’ behaviors. To achieve the projected effects of technology, it is necessary to define different dimensions of technology usage and to outline both strategic ...

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