Does collaboration between sales and marketing affect business performance?

Ken Le Meunier-FitzHugh, Nigel F. Piercy

Research output: Contribution to journalArticlepeer-review

68 Citations (Scopus)

Abstract

Prior research proposes that greater collaboration between sales and marketing has benefits to the organization through improved business performance. This study examines the importance of this proposition and finds that there is a direct and positive relationship between these two constructs. In addition, this study identifies five antecedents to improving collaboration between sales and marketing and outlines the management implications of the study. The findings indicate that a positive senior management attitude toward collaboration between sales and marketing, the reduction of interdepartmental conflict, the improvement of communications, the establishment of organizational learning, and effective market intelligence systems are important antecedents to effective collaboration between sales and marketing.
Original languageEnglish
Pages (from-to)207-220
Number of pages14
JournalJournal of Personal Selling and Sales Management
Volume27
Issue number3
DOIs
Publication statusPublished - 2007

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