The Role of Sales Managers and Salespeople in a Marketing Information System

AbstractThe purposes of this study are to (1) investigate the extent to which salespeople and sales managers are utilized within a firm's marketing information system, (2) examine the nature of information provided by the sales organization to the M.I.S., and (3) explore characteristics associated with effective implementation of an M.I.S. Two hundred and thirty-five sales managers and sales executives were interviewed. The results indicate that information solicited from the sales force and sales management tends to be limited and primarily pricing-related. Most respondents indicated limited or no formal recognition/reinforcement of sales force and sales management participation in the M.I.S.