Purpose: The study investigates how Customer Relationship Management (CRM) strategies specifically customer segmentation, personalization, and loyalty programs are implemented in the Ghanaian retail sector and their impact on sales team performance indicators such as productivity, target achievement, and customer engagement.

Design/methodology/approach: A quantitative, cross-sectional research design was employed. Data were collected from 340 retail sales professionals in Ghana using structured questionnaires. Structural Equation Modeling (SEM) was applied to test hypothesized relationships among CRM strategy dimensions and sales team performance outcomes.

Findings: Results reveal a significant positive influence of CRM strategies on key performance metrics of sales teams. CRM personalization and loyalty programs had the strongest effects. Moreover, integration effectiveness was enhanced by managerial support and digital tools, whereas major barriers included poor data systems and staff resistance.

Practical Implications: Retail managers should prioritize CRM training, digital infrastructure, and staff engagement strategies to optimize CRM-driven sales outcomes. Policymakers can also support CRM integration through sector-wide capacity-building programs.