Sales managers need a practical means for evaluating returns from investments in sales technology implementations (including sales automation and sales-based customer relationship management systems). This research proposes a behavioral process-model approach that can be applied to evaluate...

Firms invest billions of dollars in sales technologies (STs; e.g., customer relationship management, sales automation tools) to improve sales force effectiveness and efficiency. However, the results expected from ST investments are often not achieved. This article proposes relationship-forging...