Supporting sales management with CRM software - Case company SAP AG

Abstract

Increased globalization and greater market transparency are making the issue of retaining customers more and more important in today's business environment. Recent sales management trends are leading companies to focus their efforts on customer relationship management in order to achieve long-term business success. In the light of this, the question is raised as to how sales management can be supported by Customer Relationship Management software. The theoretical framework in this study was used as a model for bringing together the main concepts and building blocks in sales management. The empirical study was concluded at SAP AG and encompasses sales management software systems. Research has been conducted from several different perspectives: academics, consultants and the case company.