Plouffe, Christopher R.; Williams, Brian C.; Leigh, Thomas W.
September 2004
Journal of Personal Selling & Sales Management;Fall2004, Vol. 24 Issue 4, p323
Academic Journal
After first demonstrating that definitions of customer relationship management (CRM) vary widely, we build upon stakeholder and network theories and argue that there are two fundamental categories of participants in any CRM initiative: (1) "core" stakeholders (i.e., the firm selling its products or services as well as its customers), and (2) various "noncore" stakeholders (e.g., CRM consultants). We then develop a process-based framework and related propositions capturing the various stakeholders involved in a CRM initiative as well as several important mediating and moderating relationships yet to receive attention in the literature. Next, we highlight the specific frame of reference and inherent biases of each type of CRM stakeholder, with particular emphasis on how each attempts to sell its offerings, services, or wares. At the core of our framework is a little-commented-upon mediating construct that we label "Shared Understanding of CRM." The paper next offers an additional, and perhaps more pragmatic, framework for managers to garner a better understanding of which specific stakeholders are at work in any given CRM initiative, which type of customers might be involved, and which outcome variables or metrics might be salient. The paper's conclusion offers insights into how the elusive goal of shared understanding of CRM might best be achieved.


Related Articles

  • KEYS TO IMPLEMENTING PRODUCTIVE SALES FORCE AUTOMATION. Widmier, Scott; Rosenbaum, Mark; Jackson Jr., Donald // Marketing Management Journal;Spring2003, Vol. 13 Issue 1, p1 

    Salespeople are being armed as never before with automation technology that promises to both deliver vital information where and when needed and to improve communications. The rapid growth of automation is not without problems as for every two successful implementations of SFA there are three...

  • Exposure to closure: 5 key lead-management terms. ROZIN, RANDALL // B to B;5/13/2013, Vol. 98 Issue 2, p26 

    The article discusses five terms which can result in success in the lead-management process. The process of exposure can be thought of as the stimulus a company puts in the market in search of a given type of response. The capture process allows the most valuable leads to proceed on to sales,...

  • CRM in the Age of Customer Engagement. GREENBERG, PAUL // CRM Magazine;Feb2014, Vol. 18 Issue 2, p38 

    The article discusses the difference between customer relationship management (CRM) and customer experience management (CXM). The impact of salesforce automation on the condition of the sales market is tackled. The significance of marketing intelligence and marketing campaigns for sales...

  • Aligning Internal and External Sales Force Cultures. Honeycutt, Earl D.; Tanner Jr., John F.; Erffmeyer, Robert C. // Society for Marketing Advances Proceedings;2008, p272 

    The ability of sales managers to align both internal and external sales force cultures influences the success of the firm's sales efforts. For example, a firm's internal culture can be weak or strong depending upon the sense of unity of beliefs and actions between sales personnel and management....

  • how Sales Teams should use CRM. Beasty, Colin // CRM Magazine;Feb2006, Vol. 10 Issue 2, p30 

    Presents examples of how sales force automation (SFA) is used throughout the sales organization. Discussion on SFA for sales management; Importance for an SFA system to have drill-down capabilities for executives; Segments of sales forces.

  • CRM -- is it worth it? Gray, Andi // Fairfield County Business Journal;9/28/2009, Vol. 48 Issue 39, p11 

    The article provides an answer to a question on the proper installation of a customer relationship management system.

  • THE 2015 CRM MARKET AWARDS.  // CRM Magazine;Aug2015, Vol. 19 Issue 8, p25 

    The article offers information on the 2015 Customer Relationship Management (CRM) Market Awards which pays tribute to recipients who give efforts to improve customer relationships.

  • CRM Bucks the Downward Financial Trend. Myron, David // CRM Magazine;Sep2009, Vol. 13 Issue 9, p4 

    The article discusses various reports published within the issue, including one by Jessica Tsai on the significance of customer relationship management (CRM), one by Lauren McKay about taking advantage of essential CRM solutions available, and one about the changes in the Sales Force Automation.

  • Know Thy Customer's Behavior. Bedell, Denise // Global Finance;Nov2005, Vol. 19 Issue 10, p54 

    The article explains that sales force automation, as part of a customer relationship management software strategy, offers the technology tools for enhancing customer service and managing sales relationships. Meanwhile, the strategy of outsourcing some or all of the software management to a...


Read the Article


Sign out of this library

Other Topics