The Effect of CRM System on Sales Management Control: A Case Study

Ji-Ye Mao, Renmin University of China
Liang Li, Renmin University of China


Whereas prior research has paid little attention to the effect of CRM system on organizational control, this case study

illustrates control-related CRM usage by investigating how effective sales management control is achieved through CRM and

why. Results show that management can use CRM to strengthen formal control and informal control simultaneously. These

control modes are made feasible by enhanced outcome measurability and process visibility of sales tasks brought by CRM.

CRM also serves as the carrier of institutional processes, sets the benchmark of sales philosophies and serves as an effective

self-management tool.