Improving the Relationship between sales and marketing

Le Meunier-FitzHugh, Kenneth and Piercy, Nigel F. (2010) Improving the Relationship between sales and marketing. European Business Review, 22 (3). pp. 287-305. ISSN 0955-534X

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Purpose: The purpose of this paper is to explore the sales and marketing interface and to identify some of the elements that may influence collaboration between sales and marketing and provide a framework demonstrating how these elements may interrelate. Design/methodology/approach: This paper explores the sales and marketing relationship through qualitative research using one‐to‐one, tripartite interviews with senior executives and sales and marketing managers of three, UK‐based business‐to‐business organizations. Findings: The paper indicates that there are two types of factor that affect collaboration between sales and marketing. Those that are out of the control of sales and marketing staff – management attitudes to coordination, interdepartmental culture and structure and orientation, and four that are internal to the interface – inter‐functional conflict, communications, market intelligence and learning. The paper also identifies that senior managers play a critical role in influencing this interface. Research limitations/implications: Improving collaboration in the sales and marketing interface should be a focus for senior managers. The paper is limited by the number of cases. Practical implications: The factors identified may be used by organizations to improve collaboration between sales and marketing. Originality/value: The identification of factors that may improve collaboration between sales and marketing, and provide a conceptual framework for further study. The paper increases the understanding of the sales and marketing interface by identifying two additional factors that may influence the interface – learning and market intelligence, and demonstrates how the various factors may interrelate to create improved collaboration.

Item Type: Article
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Depositing User: Vishal Gautam
Date Deposited: 13 Jan 2011 10:40
Last Modified: 22 Dec 2022 14:32
DOI: 10.1108/09555341011040985

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