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Social media and related technology: Drivers of change in managing the contemporary sales force

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  • Moncrief, William C.
  • Marshall, Greg W.
  • Rudd, John M.

Abstract

The selling environment has undergone tremendous transformation over the past 2 decades. Perhaps the greatest change has centered on changes and advancements in technology. The latest dramatic change has been the rapidly increasing use of social media and other related technologies in the business-to-business realm. The sales world began the use of technology through the use of Web 1.0, which was primarily webpage oriented; now we see the world of social media as the paradigm of how firms should implement technology. Although there has been some recent emphasis on how marketing might implement social media into their strategies and how the individual salesperson might implement social media into his or her daily selling routine, no substantive discussion on how social media is affecting the role of the sales manager has appeared in the literature. This article systematically examines how social media is impacting the sales management function and, in fact, may be dramatically revolutionizing the position. To help the marketing and sales organization better understand the changing sales world, we present eight lessons that every sales manager needs to embrace.

Suggested Citation

  • Moncrief, William C. & Marshall, Greg W. & Rudd, John M., 2015. "Social media and related technology: Drivers of change in managing the contemporary sales force," Business Horizons, Elsevier, vol. 58(1), pages 45-55.
    • Handle: RePEc:eee:bushor:v:58:y:2015:i:1:p:45-55
    DOI: 10.1016/j.bushor.2014.09.009
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    References listed on IDEAS

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    1. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
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    Cited by:

    1. Ilana Bouhafs & Yasmine Allouat & Nil Ozcaglar-Toulouse, 2021. "Le vendeur face à l'étiquette énergie : quels déterminants pour la vente des produits performants en énergie ?," Post-Print hal-04213987, HAL.
    2. Ilana Bouhafs & Yasmine Allouat & Nil Ozcaglar-Toulouse & Gaëtan Brisepierre, 2021. "The Distributor And Energy Label : Which Levers To Better Guide The Consumer? [Les Distributeurs Et L’Étiquette Énergétique : Quels Leviers Pour Mieux Guider Le Consommateur ?]," Post-Print hal-04214099, HAL.
    3. Ilana Bouhafs & Nil Özçağlar-Toulouse & Yasmine Allouat, 2021. "Le Vendeur Face À L'Étiquette Énergie : Quels Déterminants Pour La Vente Des Produits Performants En Énergie?," Post-Print hal-04213892, HAL.
    4. Laurianne Schmitt & Eric Casenave & Jessie Pallud, 2021. "Salespeople's work toward the institutionalization of social selling practices," Post-Print hal-03868903, HAL.
    5. Yogesh K. Dwivedi & Elvira Ismagilova & Nripendra P. Rana & Ramakrishnan Raman, 2023. "Social Media Adoption, Usage And Impact In Business-To-Business (B2B) Context: A State-Of-The-Art Literature Review," Information Systems Frontiers, Springer, vol. 25(3), pages 971-993, June.
    6. Gao, Ronnie (Chuang Rang) & Murphy, William H. & Anderson, Rolph E., 2020. "Transformational leadership effects on salespeople’s attitudes, striving, and performance," Journal of Business Research, Elsevier, vol. 110(C), pages 237-245.
    7. Ronan Kervenoael & Alexandre Schwob & Inci Toral Manson & Chatlada Ratana, 2022. "Business-to-business and self-governance practice in the digital knowledge economy: learning from pharmaceutical e-detailing in Thailand," Asian Business & Management, Palgrave Macmillan, vol. 21(4), pages 598-622, September.
    8. Zhu, Chunxiao & Shou, Minghuan & Zhou, Yitong & Li, Wenrui, 2023. "Modeling the effect of social media on older adults’ usage intention of public transport," Economic Analysis and Policy, Elsevier, vol. 77(C), pages 239-250.
    9. Tiwary, Nishant Kumar & Kumar, Rishi Kant & Sarraf, Shagun & Kumar, Prashant & Rana, Nripendra P., 2021. "Impact assessment of social media usage in B2B marketing: A review of the literature and a way forward," Journal of Business Research, Elsevier, vol. 131(C), pages 121-139.

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