CRM in Sales-Intensive Organizations: A Review and Future Directions

John F. Tanner · Michael Ahearne · Thomas W. Leigh · Charlotte H. Mason · William C. Moncrief

102 citations0/0 files storedJournal of Personal Selling and Sales Management

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Corporate Governance and Management Customer Service Quality and Loyalty Customer churn and segmentation

Abstract

With the advent of technology enabling greater customer tracking, more robust knowledge management, and direct customer communication, the implementation of customer relationship management (CRM) strategies has grown in importance with many implications for sales-intensive organizations. Implications of CRM strategy, analytical CRM, and operational CRM are discussed, particularly in terms of research opportunities. Although there are, no doubt, many other interesting and worthwhile research opportunities available, the nexus of technology, CRM, and sales-intensive go-to-market strategies provide myriad opportunities for exciting research.

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References

2003Evolving to a New Dominant Logic for Marketing 2004The Customer Relationship Management Process: Its Measurement and Impact on Performance 1990A Theory of the Effects of Advanced Information Technologies on Organizational Design, Intelligence, and Decision Making 2001Cross-Functional Product Development Teams, Creativity, and the Innovativeness of New Consumer Products 2002Customer lifetime value research in marketing: A review and future directions 1977From sales obsession to marketing effectiveness 2001The Customer Pyramid: Creating and Serving Profitable Customers 2002The Hidden Minefields in the Adoption of Sales Force Automation Technologies

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2014Qualitative sales research: an exposition of grounded theory 2011Performance comparison based on customer relationship management using analytic network process 2013Measuring and Managing a Salesperson's Future Value to the Firm 2011Customer Relationship Management (CRM)'s Impact on B to B Sales Professionals' Collaboration and Sales Performance 2011A measurement tool for customer relationship management processes

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