Purpose Within a B2B sales context, the purpose of this study is to understand the adoption cycle of Sales Force Automation (SFA) through a multi-theoretical lens for the long-term outcomes. The central issue in this research is that of determining how different factors work in the adoption process interplay, as well as providing a comprehensive framework and road map for managers for successful adoption of the SFA system. Design/methodology/approach This study is a systematic literature review wherein the authors review 101 different Scopus-ranked ABDC rank articles through various theoretical lenses for the research. The authors code the articles with the SAP–LAP, TOE and STS lenses to mold the integrated view of the SFA adoption in the B2B sales ecosystem. This study uses multi-coder synthesis of articles. Findings The findings of this study highlight the importance of the interplay between various factors affecting SFA adoption at the individual, organizational and technological dimensions. Using multi-theoretical perspectives, the authors offer a holistic framework that presents a complete view of the adoption cycle along with a five-stage roadmap for managers to follow for a successful transition of SFA in an organization. Practical implications This study provides a comprehensive framework and sales management roadmap for successful SFA adoption for B2B managers, for long-term advantages to the company. Originality/value This study engages in an innovative analysis of the successful SFA adoption process using the integrative lens of multiple theories. The results of this study extend system management flexibility and formulate a positive roadmap and system-level approach toward successful SFA adoption.
Sharan et al. (Tue,) studied this question.
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