The Role of Digital Communication Technologies Through Customer and Market Knowledge in B2B on Sales Performance and Satisfaction

Purpose: To explore the role played by DCT, SM, and CRM through customer knowledge, and market knowledge in the sales performance of a salesforce, and their economic and non-economic satisfaction in B2B sales. Design: A total of 66 B2B Norwegian companies out of 69 participated in this study. A questionnaire with an introduction letter was sent to 356 sellers, and 216 valid questionnaires were used for this study, generating a net response rate of 60.6%. The approach followed was deductive. Findings: The results have both purified and simplified the structural relationships in the nomological framework initially posited. The triadic exploration of digital communication tools (DCT), social media (SM), and CRM-solutions (CRM) in relation to customer and market knowledge, the sales performance of a salesforce and their economic and non-economic satisfaction in B2B sales, yield complementary insights to existing theory and previous research. Research implications: The combined focus on the effect of acquiring customer knowledge and obtaining market knowledge through DCT, SM, and CRM on the sales performance of a salesforce in B2B sales has important implications. The results have simultaneous implications regarding the role of customer and market knowledge through DCT, SM, and CRM in B2B sales. Practical implications: DCT, SM, and CRM enable a salesforce to stay updated and maintain contacts with existing customers, and also facilitate updates, and to getting in contact with potential customers. DCT, SM, and CRM may enable a salesforce to acquire additional information about existing and potential customers. DCT, SM, and CRM may enable a salesforce to obtain more information about the market. Customer and market knowledge may also become more accessible through peers, superiors, or other informants. Originality: Contributes to enhancing our understanding of the role of digital communication tools (DCT), social media (SM), and CRM solutions (CRM) through customer knowledge and market knowledge on sales performance in B2B sales. It also contributes to enhancing the understanding of a salesforce’s economic and non-economic satisfaction in B2B sales through DCT, SM, and CRM. The results clarify the structural characteristics between a salesforce’s customer and market knowledge, their sales performance, and economic as well as non-economic satisfaction in B2B sales. SUMMARY STATEMENT OF CONTRIBUTION This study contributes to knowledge on the role of digital communication tools (DCT), social media (SM), and CRM-solutions (CRM) through customer knowledge and market knowledge on sales performance in B2B sales. It also contributes to the knowledge of salesforces’ economic and noneconomic satisfaction through DCT, SM, and CRM. It provides empirical evidence on the structural properties between salesforces’ customer and market knowledge, their sales performance, and economic as well as non-economic satisfaction in B2B sales.