The Library
Improving the relationship between sales and marketing
Tools
Meunier-FitzHugh, Kenneth Le and Piercy, Nigel F. (2010) Improving the relationship between sales and marketing. European Business Review, Vol.22 (No.3). pp. 287-305. doi:10.1108/09555341011040985 ISSN 0955-534X.
Research output not available from this repository.
Request-a-Copy directly from author or use local Library Get it For Me service.
Official URL: http://dx.doi.org/10.1108/09555341011040985
Abstract
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: | Journal Article | ||||
---|---|---|---|---|---|
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||
Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School |
||||
Journal or Publication Title: | European Business Review | ||||
Publisher: | Emerald Group Publishing Ltd. | ||||
ISSN: | 0955-534X | ||||
Official Date: | 2010 | ||||
Dates: |
|
||||
Volume: | Vol.22 | ||||
Number: | No.3 | ||||
Number of Pages: | 19 | ||||
Page Range: | pp. 287-305 | ||||
DOI: | 10.1108/09555341011040985 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access |
Request changes or add full text files to a record
Repository staff actions (login required)
View Item |