The Role of Sales and Technology Integration in Increasing Sales Revenue in the Corporate Market

Abstract

An organizations sales and technology synergy is a vital source of market intelligence and a key facilitator of the successful implementation of technocommercial strategy Many companies have traditionally operated in isolated silos with little interaction between their technology and sales departments But more businesses have realized in recent years how beneficial it is to connect these functions Significant gains in overall company performance have been attributed to this strategic merger A particular facet of the connection between improved business performance and salestechnology integration is examined in this research study More specifically it examines whether the seamless engagement between technology and sales operations in businesstobusiness B2B businesses makes it easier to develop and to execute newstrategies effectively due to market shifts The proposed model indicates that the success of market intelligence acquisitionin an organization can be largely predicted by the extent of interaction among some key variables where this interaction defines the level of integration This knowledge when applied effectively alsoassists businesses in responding strategically and adapting to changing consumer needs and market conditions This study aims to be able to uncover the complex relationships between various components in order to facilitate trends in the market and stimulateproactive responses It calls for a comprehensive strategy that can build a sustainable competitive advantage in an evolvingbusiness environment and argues for the importance of breaking down traditional lines of separation between sales and technology roles