THE IMPACT OF DIGITAL MARKETING COMPETENCIES ON SLAES FORCE PERFORMACNE A CASE STUDY OF PATERSON ZOCHONIS (PZ) GUSAU BRANCH

ABSTRACT This research project investigates the Impact of digital marketing competencies on Sales force performances. The study adopted a cross-sectional survey design with a sample of forty-four (44) respondents sampled from Field sales representatives, Field sales supervisors and Sales agents. Structured 5-Likert scale questionnaire was the only instrument of data collection. Using Spearman Correlation and Simple regression test (SPSS Version 22) at P-value of 0.05, the alternate hypothesis was accepted. The study reveals that Digital Marketing Competencies accounts for 82% of positive changes in Sales Force performances. More so, the study concludes that the effective use of Marketing Data Analytical skills can occasion a sales growth and increase the extent to which new customers can be acquired. Content Creation Competency can only cause an increase in Customer Retention Skills and Fewer Customer complaints Search Engine Optimization and Search Engine Marketing has no effect on all drivers of Sales Force performances. The effective use of Electronic-Mail Marketing Skills can tremendously increase Sales growth, Customer acquisition rate, Customer Retention rate and Fewer Customer Complaints. The study further recommends inclusion of digital marketing skills in the curriculum of Sales force development program.