Gary K. Hunter
This article views sales technology as an umbrella term which includes interrelationships among sales strategy, sales processes, salespeople, and information technology. Sales technology includes sales aspects of customer relationship management and sales force automation applications. Increasingly, companies are developing sales technology departments which perform various functions for the sales organization. Managers face challenging decisions as to how best to use technology to improve the efficiency and effectiveness of their sales efforts. Sales managers need to customize their sales technology portfolios. This article discusses important factors associated with sales technology and its interrelationships with sales strategy, sales processes, and salespeople involving a range of sales contexts. It examines equipping, training, supporting, and motivating salespeople to adopt sales technology. It also considers relationships between sales technology and performance for different types of use. Finally, it discusses sales technology, productivity, and performance relationships.