Impact of Technology Adoption on Sales Force Effectiveness in Emerging Markets: a Pathway Toward Sustainable Development Goals (SDGs)
Authors: Kanade Tarun Madan , Batule Radhakrishna Bhaskar , Savale Tushar K. , Joseph Jonathan Sudhir , Crasto Cyril 
Published: January 2025

Introduction: Technology integration in sales force management has become a vital catalyst for efficiency and competitiveness, especially in the dynamic and resource-limited contexts of growing markets. This research analyses the influence of technology adoption on the efficacy of sales teams in these areas, emphasizing productivity, customer engagement, and market growth. Emerging markets have distinct hurdles, including fragmented distribution networks, infrastructure constraints, and varied client requirements, making technology integration vital and intricate.
This research utilizes primary data obtained from surveys and interviews with sales professionals and managers in sectors such as agriculture, FMCG, and pharmaceuticals, identifying essential technological tools, including customer relationship management (CRM) systems, mobile sales platforms, and AI-driven analytics. The results indicate that technology adoption significantly improves sales force effectiveness by optimizing operations, enhancing decision-making using data analytics, and cultivating better customer connections. Nonetheless, obstacles such as insufficient digital literacy, poor infrastructure, and opposition to change often impede successful adoption.
This study enhances the literature by connecting theoretical insights with actual implementation of technology in sales force management in the distinct setting of developing markets.

Objective: This study examines how technology adoption enhances sales team productivity, customer engagement, and market reach in developing economies. It explores effective tools, identifies barriers to adoption, and suggests strategies for overcoming challenges to maximize technology's benefits.

Theoretical Framework: This research examines the impact of technology on sales force performance in developing regions, focusing on distinct obstacles such as infrastructure and varied client characteristics. Rooted on the Resource-Based View (RBV) and Technology Acceptance Model (TAM), it analyzes technology's impact on enhancing sales tactics.

Method: This research used a mixed-methods approach, using surveys to gather quantitative data on technology utilization and performance measures, while semi-structured interviews provide qualitative insights into adoption problems. Regression analysis elucidates critical linkages, whereas secondary data facilitates triangulation, hence providing strong results to enhance technology adoption in emerging countries.
Results and Discussion: The research indicates a higher impact of technology use frequency and training sufficiency on sales productivity and client retention. The findings underscore the need for comprehensive strategies, prioritizing human involvement, leadership excellence, and strategic data application to successfully improve sales performance.

Research Implications: The study highlights the need to reconsider dependence on technology as an independent performance booster in emerging countries. In academics, the incorporation of real-world case studies into courses is essential, while companies must emphasize adaptable tactics that correspond with market demands and employee advancement.

Originality/Value: This paper addresses deficiencies in comprehending technology's intricate function in developing economies, contesting established assumptions. By integrating scientific findings with pragmatic suggestions, it provides a novel viewpoint, enhancing both academic discourse and practical techniques for boosting sales force efficacy.