Marketing Management Association (MMA)
Numerous Customer Relationship Management (CRM) studies have focused on utilization and acceptance (or failure). Few studies have looked at one of the original purposes of CRM, contact management, i.e., how leads become prospects and then valued clients. In this paper, the authors indicate that when CRM systems are believed to be credible and useful, firms tend to have comprehensive prospecting plans, follow a standardized process for qualifying opportunities, and work across departments to close deals. The findings also suggest valid CRM systems (technology and culture) will improve the ability to manage opportunities in the pipeline.