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Sales force automation systems: an analyis of factors underpinning the sophistication of deployed systems in the UK financial services industry.

Wright, George; Fletcher, Keith; Donaldson, Bill; Lee, Jong-Ho

Authors

George Wright

Keith Fletcher

Bill Donaldson

Jong-Ho Lee



Abstract

This study investigates organizational and strategic context variables that are linked to the sophistication of sales force automation systems in UK financial services firms. We find that increasing sophistication in SFA deployment, evaluated as a count of the number of types of results of sales campaigns that are measured, is driven directly by the information orientation of the host firm. We also find that the "sophistication" of deployed systems is, in fact, limited - the information held on the systems cannot underpin the strategic goals of the sales/marketing managers. We theorise that adoption of SFA systems is driven by managerial imperatives and that these have resulted in sales force resistance - shown by the paucity of information held on adopted SFA systems.

Citation

WRIGHT, G., FLETCHER, K., DONALDSON, B. and LEE, J.-H. 2008. Sales force automation systems: an analyis of factors underpinning the sophistication of deployed systems in the UK financial services industry. Industrial marketing management [online], 37(8), pages 992-1004. Available from: https://doi.org/10.1016/j.indmarman.2007.08.005

Journal Article Type Article
Acceptance Date Nov 30, 2008
Online Publication Date Nov 30, 2008
Publication Date Nov 30, 2008
Deposit Date Mar 29, 2011
Publicly Available Date Mar 29, 2011
Journal Industrial marketing management
Print ISSN 0019-8501
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 37
Issue 8
Pages 992-1004
DOI https://doi.org/10.1016/j.indmarman.2007.08.005
Keywords Salesforce automation systems; Financial services industry; System sophistication; Strategic information systems
Public URL http://hdl.handle.net/10059/570

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