To explore the role played by DCT, Customer & Market, and CRM through customer knowledge, and market knowledge in the sales performance of a salesforce, and their economic and non-economic satisfaction in Consumers. The results have both purified and simplified the structural relationships in the nomological framework initially posited. The triadic exploration of digital communication tools social media and CRM-solutions in relation to customer and market knowledge, the sales performance of a salesforce and their economic and non-economic satisfaction, yield complementary insights to existing theory and previous research.

Contributes to enhancing our understanding of the role of digital communication tools social media and CRM solutions through customer knowledge and market knowledge on sales performance in sales. It also contributes to enhancing the understanding of a salesforce’s economic and non-economic satisfaction in sales through DCT, SM, and CRM. The results clarify the structural characteristics between a salesforce’s customer and market knowledge, their sales performance, and economic as well as non-economic satisfaction in sales.

This study contributes to knowledge on the role of digital communication tools social media and CRM-solutions through customer knowledge and market knowledge on sales performance in sales. It also contributes to the knowledge of salesforces’ economic and non-economic satisfaction through DCT, SM, and CRM. It provides empirical evidence on the structural properties between salesforces’ customer and market knowledge, their sales performance, and economic as well as non-economic satisfaction in sales.