Improving the relationship between sales and marketing

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.

Citation

Le Meunier‐FitzHugh, K. and Piercy, N.F. (2010), "Improving the relationship between sales and marketing", European Business Review, Vol. 22 No. 3, pp. 287-305. https://doi.org/10.1108/09555341011040985