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The Role of Technology in Enabling Sales Support

Author(s): Aaron D. Arndt, Jason Harkins

Citation: Aaron D. Arndt, Jason Harkins, (2012) "The Role of Technology in Enabling Sales Support," Journal of Management Policy and Practice, Vol. 13, Iss. 2, pp. 66 - 73

Article Type: Research paper

Publisher: North American Business Press


The purpose of this research is to develop a framework explaining how technology can enable sales
support. Sales support technology is often used to assist salespeople with a variety of transaction
activities, such as prospecting, communicating, scheduling appointments, and processing orders. Sales
support technology can be categorized as automation and facilitative technology. Our framework
explains when a technology is appropriate for a particular sales activity based on workload and
customization. It also proposes who should use a technology based on orientation towards sales revenue
or cost control goals. Then, we develop managerial recommendations and propose directions for future