Rodriguez, Honeycutt publish research on CRM

Michael Rodriguez, assistant professor of marketing, and Earl Honeycutt, Martha and Spencer Love Term Professor of Marketing, recently had their research on customer relationship management published.

Dr. Earl Honeycutt (left) and Dr. Michael Rodriguez (right)

The article entitled “Customer Relationship Management’s Impact on B to B Sales Professionals’ Collaboration and Sales Performance” appears in Volume 18, Number 4 of the Journal of Business-to-Business Marketing.

An abstract is provided below:

Sales research has traditionally considered technology adoption from acceptance and diffusion perspectives. This study of 115 B-2-B salespersons examines the impact of Customer Relationship Management (CRM) technology on salespersons’ abilities to collaborate with internal stakeholders and assesses the relationship of CRM utilization and sales performance. The findings confirm CRM utilization increases both internal collaboration and sales performance. As a mediating variable, collaboration positively influenced CRM utilization. Therefore, sales managers can use CRM technology to make their sales teams more effective and efficient.