1. EFFECT OF TECHNOLOGY ON
SALES PERFORMANCE
Done by: Luo Jia

2. BACKGROUND
Provides a process flow of
The technology that is
how
assessed in this article is
it comes about the negation
CRM - customer
of
relationship management.
past technology a
assessment
model to the acceptance of
the current model.
Provides a strategic direction –
achieving
and maintaining a particular level of
technology usage to optimize prime
task

3. CRM TECHNOLOGY
• Customer Relationship Management
system
• Internet capabilities that help an
enterprise manage customer
relationships in an organized and
automated way
 Marketing Automation
 Sales Automation
 Customer Support Automation
 Product Catalogue &
Configuration Automation

4. ADOPTION RESEARCH
Factors to consider BEFORE installment
• Friendly graphical interfaces
• Start up costs in implementing CRM System and training
employees
“It is assumed that increased utilization is a desirable behavior
and implies better performance”

5. LIMITATION
• Overutilization
 Over reliance of CRM
 At the expense of other sales tasks
that may have a greater effect on
performance
• Underutilization
 Underestimate the effectiveness of
CRM
 Reducing the possibilities of
automation

6. TECHNOLOGY PERFORMANCE USAGE MODEL
Factors to consider AFTER installment
• Degree of technology usage
• Technology performance diminishing return
 A need to balance use of
any resource with its
marginal productivity
 A guide for salesperson to
optimize usage of CRM

7. LIMITATION
Neglect the
effect of
individual
technology
expertise on
the
performance
and usage
relationship

8. DILEMMA ON MANAGERIAL IMPLICATION
• Confidential monitoring of technology use VS privacy
concerns of their users.
• Open policy tracking VS closed policy tracking

9. KEY TAKEAWAYS

10. ARTICLE RATING
The article recognizes the objective of
maximizing
return in technology investment
Provides a strategic direction – achieving and
maintaining a particular level of technology
usage to
optimize prime task performance
• Vague description of
CRM system and
how it is used by
salesperson

11. FOOD FOR THOUGHTS
Marginal productivity
1. In the case of the huge
internet resource pool, is it
justifiable to say that we
can totally rely on the
information provided on
the web without any
User variations
personal experience?
2. Does everyone have the
same benefits from the
mass information online?