Michael Rodriguez

Assistant Professor of Marketing
Koury Business Center 304
2075 Campus Box
Elon, NC 27244
mrodriguez4@elon.edu (336) 278-5942

Professional Expertise

Sales Leadership, CRM and Sales Process

Brief Biography

Michael Rodriguez, Faculty Director of Chandler Family Professional Sales Center,  teaches Professional Selling, Principles of Marketing and Customer Relationship Management courses. He earned his Ph.D. in Technology Management from Stevens Institute of Technology, where he won Most Outstanding Dissertation Award in 2009. His research interests include Customer Relationship Management, Sales Leadership and Sales Management. Dr. Rodriguez has been published in the Journal of Selling and Major Account Management and International Journal of Innovation and Business Research. He has also developed and facilitated sales training programs for corporate clients. Prior to joining Elon, Dr. Rodriguez worked on Wall Street for 14 years selling market data and trading platforms to investment banks, asset managers, and hedge funds. Dr. Rodriguez also won the Dean's Award in Excellence in Scholarship in 2011


PhD, Stevens Institute of Technology MBA, Fordham University BS, The College of New Jersey

Courses Taught

Professional Selling, CRM, Principles of Marketing, Marketing Management

Leadership Positions

Director, Chandler Family Professional Sales Center, Member of Diveristy Committee, Coach of Elon Sales Competition Team





Current Projects

Social Media (CRM) and Sales Performance, Sales Training, CRM Technology

Grants Awarded

Hultquist Funding


“CRM/Social Media Technology: Impact on Customer Orientation Process and Organizational Sales Performance”, accepted Journal of Marketing Development and Competiveness, 8 (1), 2014.

Using Technology to Engage and Improve Millennial Students' Presentation Performance," accepted, Atlantic Marketing Journal Special Issue on Innovative Teaching, 2014.

“Continuance Use Intention of Enterprise Instant Messaging: A Knowledge Management Perspective”, accepted, Behaviour & Information Technology, 2014

“The Impact of Social Media Technology on Sales Performance in Large Organizations”, submitted to Journal of Personal Selling and Sales Management

“Entertainment Orientation and Teaching B2B Entertainment Strategies in Professional Sales Education and Training”, submitted to Journal of Business to Business Marketing (under review)

“Social Media’s Influence on Business to Business Sales Performance”, Journal of Personal Selling and Sales Management, published, spring 2012.

“Global Sales Selection and Training: Current State and Future Directions”, Journal of Sales and Major Account Management, published, spring 2012.

“A Multi-University Empirical Study of Student Perceptions of  Sales Education and Careers in Professional Selling”Journal of Sales and Major Account Management, published, spring 2012

 “The Role of Social CRM and Its Potential Impact on Lead Generation in Business-to-Business Marketing”, International Journal of Internet Marketing and Advertising, published, fall 2011.

“Making Social Media Effective in Real Estate”, published, Keller Center Research Report, June 1st, 2011 http://www.baylor.edu/business/kellercenter

“CRM’s Impact on the Perceptions of B2B Sales Professionals”, published, Journal of Business to Business Marketing, published, spring 2011.  

“CRM and Sales Pipeline Management- Empirical Results for Managing Opportunities”, Marketing Management Journal, published in spring 2011

“Utilization of CRM and Its Impact on Sales Performance: A Study of Sales Professionals Working in a Virtual Environment”, International Journal of Electronic CRM, published, 5, 3, spring 2011.

“The Role of Social CRM and Its Impact on Lead Generation in B2B Sales”, Carolina Business Connection, fall, 2009, www.carolinabusinessconnection.com

“The Effects of Relationship with Sales Supervisor on work meaning of salespeople – The Case of Canadian versus Chinese”, published in Industrial Marketing Management, fall 2009.

“Efficient utilization of customer relationship management (CRM) technology: a self-directed learning approach”, published in International Journal Business Innovation and Research, Vol. 4, Nos. 1/2, 2009.

“Sales Leaders as Senior Level Managers: A Conceptual Framework for Examining Upper Echelon Theory”, published in Journal of Selling and Major Account Management, Volume 8, 2009.

“CRM – Key Competitive Advantage for Relation Based Selling”, published in The European Institute For Advanced Studies in Management, Fall, 2008


“The Impact of CRM on Sales Process Behaviors: Empirical Results from the United States, Europe, and Asia”, GSSI Conference, spring 2014.

“A Conceptual Model of the Drivers and Outcomes of Mobile CRM Application Adoption”, accepted for conference proceeding at National Conference in Sales Management, Miami, FL 2014

Impact of Sales Process Capability on CRM/Social Media Technology and Sales Performance”, National Conference in Sales Management, San Diego, California, 2013.

 “CRM/Social Media Technology:  Impact on Customer Orientation Process and Organizational Sales Performance” Academy of Marketing Science, Monterey California, 2013.  (published as structured abstract)

“More than Technology: The CRM Discussion in Sales”, Sales Educators Academy, Rollins College, Winter Park, FL. , Summer 2013

“Cultural Differences in the Use of Entertaining in Sales: An Exploratory Study of Entertaining and its Impact on Sales Performance”, Global Sales Science Institute, summer 2012

“A Conceptual Framework of the Role of Entertaining on Sales Performance”, National Conference of Sales Management, spring 2012

“Marketing Yourself In a Challenging Economy”, National Networking Day, Elon Alumni, Greensboro Chapter, spring 2012

“Social Media and Business”, Panel discussion for LSB Dean's Board of Advisors, fall 2011

“Generating Leads Via Social CRM: Early Best Practices for B2B Sales”, presented, National Conference of Sales Management, spring 2011.

“Are Super Bowls Worth the Money?” Good Morning Show, WFMY News 2, winter, 2011. http://www.digtriad.com/news/story.aspx?storyid=160221

“Personality Traits of Hunters vs. Farmers: Exploring the Differential Effects of Need for Cognition and Self-Monitoring”, presented at Society of Marketing Advances, fall 2010.

“Impact of CRM on Sales Performance for Virtual Sales Professionals”, presented at American Marketing Science, summer 2010 Conference.

“Managing Today’s Consumer”, Presentation for AT&T Consumer Advisor Panel, Greensboro, NC, spring 2010.

 “CRM’s Impact on the Collaboration of Sales Professionals”, Michael Rodriguez and Earl Honeycutt, presented at National Conference of Sales Management, spring 2010.

“Academia’s Increased Role of Alcohol Awareness for Students Pursuing Careers in Professional Selling”, presented at National Conference of Sales Management, spring 2010. 

Professional Activities

University Sales Center Alliance

Sales Education Foundation

Academy of Marketing Science

American Marketing Association

Editorial Review Board, Journal of Personal Selling and Sales Management

Society for Marketing Advances

Personal Information

Head Coach of Junior Wrestling Program, Hurricanes in Burlington.