CONCEPTUAL FOUNDATIONS OF INTELLIGENT SALES MANAGEMENT SYSTEMS
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Author(s): | Nemytova A. V., Shirinkina E. V., |
| Number of journal: | 1(74) | Date: | March 2026 |
| Annotation: | The purpose of the research is to develop the conceptual foundations of an intelligent sales management system (ISMS), which ensures the transition from reactive to proactive and self-learning management of commercial processes. The relevance of the study is due to the inability of traditional CRM systems to quickly adapt to the growing volatility of markets and dynamic changes in consumer behavior. In the context of digital transformation, a reactive approach based on the analysis of historical data is becoming insufficient to maintain competitiveness. The object of the research is architecture, functional modules and principles of integration of adaptive algorithms in sales management systems. The methods of study were: system analysis, comparative analysis of technological solutions, synthesis of architectural components, and description of the principles of machine learning integration. Based on the results obtained, three-module ISMS architecture was developed using system design and synthesis methods, including modules for predictive analytics, adaptive decision making, and process automation. This architecture provides a continuous forecastdecision- action cycle by integrating machine learning technologies and real-time big data processing. Using the case study method, cases of successful implementation of similar systems in Russian companies were presented and analyzed, which demonstrated a significant increase in key performance indicators. As the main conclusion, it can be noted that the proposed concept of an intelligent sales management system represents a qualitative leap in the evolution of CRM systems, providing a transition from reactive data capture to proactive optimization of business processes through the integration of predictive analytics and adaptive algorithms. | ||
| Keywords: | intelligent sales management system, predictive analytics, machine learning, big data, proactive management, adaptive algorithms, dynamic pricing, automation of business processes, customer orientation, customer experience management, hybrid data processing, sales optimization |
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| For citation: | Nemytova A. V., Shirinkina E. V. Conceptual foundations of intelligent sales management systems. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2026;1(74):58—63. DOI: 10.25683/VOLBI.2026.74.1500. |
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