The Lundy-Fetterman School of Business MBA program professor, Dr. Michael Rodriguez, won the award for Best Paper in a Special Issue given by the Journal of Marketing Analytics. Rodriguez’s published article was titled The impact of mobile customer relationship management (mCRM) on sales collaboration and sales performance and was co-written with Stefanie Boyer.
When asked what prompted them to publish a journal article on this topic, Dr. Rodriguez said, “In response to COVID-19 virus, many sales focused organizations companies are moving towards a virtual work environment. This has placed a focus on companies embracing collaboration tools and practices to support the virtual workplace. The use of mobile technology such as mobile CRM enables today’s salesforce to access customer information and maintain productivity.”
“In our study, results suggest that sales performance is highest when digital tools such as mobile CRM (mCRM) are supported by sales process. Results also suggest that mCRM impacts the relationship performance with customers when collaboration mediates the relationship. Overall, the research empirically demonstrates that mCRM plays an important role in traditional CRM adoption and in sales performance when sales process capabilities and collaboration are involved.”