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The role of lead management systems in inside sales performance

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  • Ohiomah, Alhassan
  • Andreev, Pavel
  • Benyoucef, Morad
  • Hood, David

Abstract

Understanding how the use of IT influences the performance of inside sales is imperative, yet there is a lack of research in this area. This study empirically validates a conceptual model based on the Technology-Task-Fit theory, capturing the impact of lead management systems (LMS) on inside sales performance through the following mediators: task characteristics (call quantity and lead follow-up intensity), selling behavior (adaptive selling), and salesperson characteristics (technical and salesmanship skills). Using PLS-SEM on 108 responses collected from sales professionals, our analysis shows that the use of LMS in inside sales affects performance via improving salespeople's adaptive selling and lead follow-up intensity, technical and salesmanship skills; together these variables explain over a half (55%) of the variance of sales performance. Our findings aim to inform academics and practitioners on the key enablers of inside sales performance and IT usage approaches that can optimize marketing output in the inside sales industry.

Suggested Citation

  • Ohiomah, Alhassan & Andreev, Pavel & Benyoucef, Morad & Hood, David, 2019. "The role of lead management systems in inside sales performance," Journal of Business Research, Elsevier, vol. 102(C), pages 163-177.
    • Handle: RePEc:eee:jbrese:v:102:y:2019:i:c:p:163-177
    DOI: 10.1016/j.jbusres.2019.05.018
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    2. Lin, Hsin-Hui & Tseng, Timmy H. & Yeh, Ching-Hsuan & Liao, Yi-Wen & Wang, Yi-Shun, 2020. "What drives customers’ post-purchase price search intention in the context of online price matching guarantees," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    3. Deszczyński, Bartosz & Beręsewicz, Maciej, 2021. "The maturity of relationship management and firm performance – A step toward relationship management middle-range theory," Journal of Business Research, Elsevier, vol. 135(C), pages 358-372.
    4. Ramos, Carla & Claro, Danny P. & Germiniano, Renato, 2023. "The effect of inside sales and hybrid sales structures on customer value creation," Journal of Business Research, Elsevier, vol. 154(C).
    5. Hilke, Lukas, 2024. "When does marketing & sales collaboration affect the perceived lead quality? The moderating effects of IT systems," Junior Management Science (JUMS), Junior Management Science e. V., vol. 9(3), pages 1681-1699.
    6. Stolz, Simon & Wisskirchen, Kilian C. & Schlereth, Christian & Hoffmann, Alexander, 2021. "Online Lead Generation: An Emerging Industry," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 38(4), pages 32-39.

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