CHAPTER 3
Linking Strategies and the Sales Role in the Era of CRM and Data Analytics
LEARNING OBJECTIVES
Successful organizations today place the customer at the center of firm strategies and processes. Such customer-centric business models place the sales force in a crucial role, as salespeople are the first line of customer contact in most firms. Thus, salespeople and the selling function are key success factors in modern organizations.
An important comprehensive customer-centric business model is called customer relationship management, or CRM. This chapter provides an overview of CRM and then proceeds to illustrate how the sales force and selling function interface with strategies and processes in market-oriented, customer-centric firms. ...
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