Customer Relationship Management (CRM)'s Impact on B to B Sales Professionals' Collaboration and Sales Performance

  title={Customer Relationship Management (CRM)'s Impact on B to B Sales Professionals' Collaboration and Sales Performance},
  author={Michael Rodriguez and Earl Dwight Honeycutt},
  journal={Journal of Business-to-Business Marketing},
  pages={335 - 356}
Purpose: Sales literature has traditionally considered technology adoption from acceptance and diffusion perspectives. This article examines the impact of customer relationship management (CRM) technology on business-to-business (B2B) sales professionals' ability to collaborate with internal stakeholders and also assesses the relationship between CRM utilization and sales performance. The study moves from assuming that CRM utilization positively impacts salesperson effectiveness and performance… 
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