The Sales-Marketing Interface: Integrating the Interrelated Functions
Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Purpose – The purpose of this research was to characterize the relationship between the sales and marketing functions, and to identify how to increase sales-marketing integration in a Swedish B2B firm.Design/methodology/approach – The study included a single case study in a Swedish B2B firm, in the service and logistics sector. Personal interviews with respondents from both sales and marketing functions were conducted, in a semi-structured format.Findings – A configuration of the current sales-marketing interface was generated to enable a holistic view of the sales-marketing spectrum, as well as to display possible impediments to integration. A relationship assessment defined the current relationship as undefined. The customer buying process identified functional separation between the departments, as well as a hand-off between the functions. Missing integrated activities were identified and a clear lack of communication was evident.Practical implications – The findings highlight the need for increased integration between the sales and marketing functions. The current sales-marketing interface as well as the missing integrated activities, should be evaluated and designed for a desired position in the firm.Originality/value – The findings describe how the sales-marketing interface is organized and managed, and how to increase sales-marketing integration. The findings assist academics in understanding the role of the sales-marketing interface and can help managers understand and evaluate their firm’s sales- marketing interface and how to improve it.
Place, publisher, year, edition, pages
2016. , 42 p.
Social Behaviour Law, Business-to-business marketing, Selling, Interfunctional cooperation, Customer buying process
Samhälls-, beteendevetenskap, juridik
IdentifiersURN: urn:nbn:se:ltu:diva-45499Local ID: 330e7ee0-958b-4751-9d61-9ca48da46b8eOAI: oai:DiVA.org:ltu-45499DiVA: diva2:1018791
Subject / course
Student thesis, at least 30 credits
Industrial and Management Engineering, master's level
Ek Styvén, Maria
Validerat; 20160826 (global_studentproject_submitter)2016-10-042016-10-04Bibliographically approved