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The Role Of Technology In Enabling Sales Support, Aaron D. Arndt, Jason Harkins
The Role Of Technology In Enabling Sales Support, Aaron D. Arndt, Jason Harkins
Marketing Faculty Publications
The purpose of this research is to develop a framework explaining how technology can enable sales support. Sales support technology is often used to assist salespeople with a variety of transaction activities, such as prospecting, communicating, scheduling appointments, and processing orders. Sales support technology can be categorized as automation and facilitative technology. Our framework explains when a technology is appropriate for a particular sales activity based on workload and customization. It also proposes who should use a technology based on orientation towards sales revenue or cost control goals. Then, we develop managerial recommendations and propose directions for future research.