The Sales-Marketing Interface: Integrating the Interrelated Functions

Abstract: 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.