Sales and Marketing Integration: A Proposed Framework

In this paper, we identify sales and marketing activities and common impediments to their integration. We then discuss the concept of sales-marketing integration and distinguish it from related concepts such as involvement and communication. Following this, we discuss approaches businesses can use t...

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Bibliographic Details
Published in:The Journal of personal selling & sales management 2005-04, Vol.25 (2), p.113-122
Main Authors: Rouziès, Dominique, Anderson, Erin, Kohli, Ajay K., Michaels, Ronald E., Weitz, Barton A., Zoltners, Andris A.
Format: Article
Language:English
Subjects:
Business structures
Corporate culture
Information storage and retrieval systems
Integration
Job rotation
Marketing
Marketing management
Personal selling
Product development
Product management
Sales management
Sales personnel
Theory
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Summary:In this paper, we identify sales and marketing activities and common impediments to their integration. We then discuss the concept of sales-marketing integration and distinguish it from related concepts such as involvement and communication. Following this, we discuss approaches businesses can use to improve sales-marketing integration as well as their potential costs and drawbacks. The paper concludes with a set of propositions identifying the conditions under which sales-marketing integration has the greatest impact on firm performance.
ISSN:0885-3134
1557-7813
DOI:10.1080/08853134.2005.10749053