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| Author: | Meunier-FitzHugh, K. Le Piercy, N.F. |
| Title: | Drivers of sales and marketing collaboration in business-to-business selling organizations |
| Journal: | Journal of Marketing Management
2009 : VOL. 25:5-6, p. 611-633 |
| Index terms: | business-to-business co-operation marketing sales |
| Language: | eng |
| Abstract: | The article focuses on identifying and exploring the antecedents and consequences of collaboration between the sales and marketing functions within organisations and empirically tests the resulting model. Evidence shows that collaborative sales and marketing functions have benefits to an organization in terms of improved business performance, but many organizations have not yet achieved collaborative internal functions. The study identifies five antecedents to collaboration between sales and marketing and tests the proposition that greater collaboration between sales and marketing is linked to benefits in terms of improved business performance. |
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