The Effect of Information Technology on Salesperson Performance

Authors: Michael Ahearne, Niels Schillewaert

This study integrates a broad literature search with multiple qualitative interviews and observations to develop a solid theory on information technology usage and salesperson performance. Subsequently, the proposed theoretical model is empirically tested using a field study research design. The model tests the mediating effects of sales skills, smart selling and call productivity on the direct effect between information technology and salesperson performance. To the best of our knowledge, this study is the first to test and explain the relationship between information technology and salesperson performance. The study takes place within one company and mixes multiple data sources (i.e. sales representative and sales manager survey data, company performance and call reporting data) related to 187 salespeople.