Sales and Marketing Integration: Enhancing Competitive Advantages
The IUP Journal of Business Strategy
Pankaj M Madhani
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Sales and marketing integration has a direct and significant impact on customers and the revenue-earning potential of the organization. This research demonstrates the benefits of a close integration between sales and marketing and emphasizes its impact on the organization performance. Sales and marketing integration is a complex and multifaceted construct and hence requires a strategic approach for its evaluation. This study aims to understand how to achieve sales and marketing integration by focusing on its facilitators and controlling distractors. The contribution of this paper is both theoretical and practical. From a theoretical perspective, the frameworks developed for the study of sales and marketing integration are an important contribution to the existing knowledge. From a practical perspective, various models of this paper aim at providing guidelines for sales and marketing managers for building competitive advantage by achieving sales and marketing integration.
Significant research efforts have been devoted to considering cooperation and collaboration
between functional departments in organizations based on the premise that interdepartmental
collaboration is linked to improving business performance. However, relatively little attention
has been paid to the interdepartmental relationship between sales and marketing as compared
to other functional relationships with marketing. Only recently, sales and marketing
interaction has gained more conceptual attention (Homburg et al., 2008). Sales and marketing
interface exhibits one of the most contentious relationships within organizations and is one
that is attracting increasing attention from both academicians and practitioners.
There is a need to have collaboration between sales and marketing to alleviate their
behavioral conflicts (Matthyssens and Johnston, 2006). Sales and marketing interface has a
direct and significant impact on customers and the revenue-earning potential of the
organization. Collaboration between sales and marketing may be important in reducing
inter-functional conflict and creating high performance. Hence, every organization should
improve the relationship between sales and marketing.
Business Strategy, Sales, Marketing Integration, Major Cause of Conflict, Marketing Mix Variables, Enhancing Competitive Advantages.