A COMPENDIUM OF SALES-RELATED LITERATURE IN CUSTOMER RELATIONSHIP MANAGEMENT: PROCESSES AND TECHNOLOGIES WITH MANAGERIAL IMPLICATIONS

This paper presents the first comprehensive and systematic review of the sales-related customer relationship management (CRM) literature. Specifically, from a narrowed sample of 253 CRM-related articles, 38 were qualified as the juxtaposition of CRM strategies and technologies with sales relevance. Themes found within this literature include the evolving nature of channel functioning and interfirm relationships, the strategic organizational processes involving the sales function, the evolving nature of the sales role, and both salesperson and customer adoption of CRM technology. Contributions were derived from the extant literature for both theory and practice. The meager number of published works with direct relevance to sales management along with the practicality of the topic suggests that additional CRM research, both conceptual and empirical, would be beneficial.