TO WHAT EXTENT CRM IMPACTS ON THE SALES ORGANISATION IN B2B MARKETS: A CONVERGENT INTERVIEWING TECHNIQUE

In Martinique, like everywhere else, firms are increasingly adopting Customer Relationship Management strategies and technologies, realising their benefits throughout the organisation. This has been paralleled with irrevocable metamorphosis in the selling function. Nevertheless, it appeared that both academic and literature have had limited consideration about the strategic issues concerning the impact of CRM strategies and technology on selling. The main purpose of this research was to provide empirical data for understanding the impact of CRM on the sales organisation, particularly on a strategic level. To a lesser extent, it aimed at highlighting its differences in practice between Martinique and the major economies where most of the past studies were conducted. The convergent interviewing technique appeared to be the most appropriate technique to build theory in such an under-explored area. This research provided evidence that CRM impacts on internal communications, relationship performance, sales structure, salesperson¿s attitude, role of sales management, and business performance. It concludes with a series of managerial implications and recommendations for future research.