March 25, 2025
COB faculty research highlights how generative AI is transforming sales performance
March 21, 2025 – Dr. Michael Rodriguez, a faculty member at East Carolina University’s College of Business, recently presented new research at the National Conference in Sales Management (NCSM) that sheds light on the influential role of Generative AI (GenAI) in sales.
Co-authored with Dr. Dawn R. Deeter-Schmelz of Kansas State University, the study—“Generative AI (GenAI) Technology Impact on CRM and Sales Performance”—is among the first to empirically demonstrate how GenAI enhances the use and effectiveness of Customer Relationship Management (CRM) systems in B2B sales, particularly within the medical sector.
The researchers surveyed nearly 200 sales professionals and found that integrating GenAI into CRM systems significantly improved sales processes, performance, and customer interactions. Their work, grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT), highlighted that sales teams using GenAI saw increased productivity and delivered more personalized customer experiences—translating to stronger client relationships and higher revenue.
“Our findings underscore the critical role of GenAI in modernizing traditional sales technologies like CRM,” said Dr. Rodriguez. “Organizations can empower their sales teams to perform at higher levels by embracing these tools.”
The study suggests that companies seeking to stay competitive should invest in accessible GenAI solutions and provide training to support adoption. A tech-forward sales culture, the researchers note, is key to unlocking GenAI’s full potential.
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