Influence of sales technologies on B2B salesforce performance: a metaanalytic investigation

Purpose – This study aims to draw on contingency theory to examine the extent to which sales technologies (STs), including sales force automation (SFA), customer relationship management (CRM), social media selling technology (SoST) and emerging technologies, influence salesforce performance and contextual and method factors that moderate the focal relationship in business-to-business (B2B) selling context. Design/methodology/approach – The authors analyzed 62 independent studies published up to May 2025, with 23,192 observations and 75 study effects, using psychometric meta-analysis and comprehensive meta-analysis (CMA) statistical software. Findings – The findings reveal that, on average, STs positively influence salesforce performance, albeit moderately (r=0.22). Moreover, while CRM, SFA and SoST positively impact salesforce performance, the impact of SoST is the largest, and the performance outcome most influenced by STs is salesforce job performance. The moderator analysis also reveals that factors such as performance nature, sales setting and sector moderate the focal relationship. Originality/value – This study significantly contributes to the sales management and personal selling literature by conducting a pioneering CMA on the nexus between STs and salesforce performance. This study clarifies the mixed findings in the field, addresses the debate on whether the effects are positive, negative or insignificant and identifies some potential reasons for these mixed results through a moderator analysis.