Social Media in Large Sales Forces: An Empirical Study of the Impact of Sales Process Capability and Relationship Performance

Antecedents and consequences of social media marketing use: an empirical study of the UK exporting B2B SMEs

“…Sales may benefit from using social media in such actions as prospecting, qualifying leads and managing relationships with customers. In accordance with this view, Rodriguez et al (2016) have found that social media use improves the quality of opportunities. Social media platforms, such as Facebook and LinkedIn, provide detailed information on a prospective customer (Rodriguez et al, 2012).…”

“…Michaelidou et al (2011) stated that B2B companies can use the social media both to attract new customers and to cultivate existing relationships. In accordance with this view, Rodriguez et al (2016) have concluded that the social media can be used positively to affect the acquisition of new accounts. On this basis, we develop the following hypothesis:…”

Studying the antecedents and outcome of social media use by salespeople using a MOA framework

“…It suggests an embryonic and fragmented field that is shifting from descriptive to more explanatory research. The list of key findings shows that social media can facilitate salespeople's communication quality ( Agnihotri, Dingus, Hu, & Krush, 2016 ) and adaptive selling ( Itani, Agnihotri, & Dingus, 2017 ), help develop and maintain customer relationships (in terms of, e.g., acquisition, retention, and identifying sales opportunities), and foster customer satisfaction ( Agnihotri et al, 2016 ; Rodriguez, Ajjan, & Peterson, 2016 ).…”

“… No evidence of a direct relationship between SM use and sales performance: impact is fully mediated by relationship performance. Rodriguez et al (2016) 184 companies with more than 500 salespeople SM use (3 items) Sales personnel general capability; Upper management general support Relationship performance, sales performance Sales personnel general capability and upper management general support increase SM use, which in turn improves Relationship performance that ultimately increases sales performance. Sales process capability positively moderates the impact of SM use on relationship performance Predictors not specific to SM.…”

The impact of mobile customer relationship management (mCRM) on sales collaboration and sales performance

“…It is an imperative front-line customer facing professionals define their business process prior to implementing technology. “A well-defined business process combined with organizational alignment are components of a successful technology initiative within a sales firm” (Rodriguez et al 2016 , p. 368). A sales organization’s process capability refers to the ability to follow a specific number of stages that increases the probability of a closed sale and as a result leads to increased sales performance.…”