Implementation of a CRM and the adoption of an Inbound / Inside selling methodology on a multinational company

Abstract

This study investigates the implementation of a Customer Relationship Management (CRM) system and the adoption of inside selling and inbound methodologies in a multinational advertising company using a qualitative case study approach. CRM systems, inside selling, and inbound marketing are crucial components for managing customer relationships and driving business growth in the advertising industry. However, the implementation and adoption of these strategies in multinational companies present unique challenges and opportunities. The objective is to reveal the importance of aligning technology, processes, and human factors for successful implementation and adoption, and offer insights into the specific challenges faced by this process. This study contributes to the literature on CRM implementation, inside selling, and inbound marketing by highlighting the role of context in shaping outcomes and providing practical recommendations for multinational advertising companies.