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Digital transformation challenges successful enterprises – an exploration of the collaboration of marketing and sales department in German organizations

Author

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  • Georg Hauer
  • Nadine Naumann
  • Patrick Harte

Abstract

Purpose - The purpose of this study is to investigate the influence of digital transformation on the intersection of marketing and sales departments. Design/methodology/approach - This area has received little attention in academic literature while considerable amount of research exists surrounding the marketing and sales integration, the influence of the trend of digital transformation on both departments and how it affects their collaboration is not investigated in-depth and is therefore studied by qualitative research via semi-structured interviews in six German organizations. Findings - By considering the findings the collaboration between the marketing and sales departments in German organizations is perceived as good. However, generation-related conflicts occur due to different demographic structures of employees. The study provides evidence that the digital transformation affects the marketing and sales integration and thus, the overall organizational performance. Originality/value - Moreover, it is crucial that organizations face the challenges that occur in terms of interdepartmental relationships and be aware of the huge potentials which arise due to digital transformation to improve the marketing and sales collaboration.

Suggested Citation

  • Georg Hauer & Nadine Naumann & Patrick Harte, 2021. "Digital transformation challenges successful enterprises – an exploration of the collaboration of marketing and sales department in German organizations," Innovation & Management Review, Emerald Group Publishing Limited, vol. 18(2), pages 164-174, June.
    • Handle: RePEc:eme:inmrpp:inmr-05-2019-0066
    DOI: 10.1108/INMR-05-2019-0066
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    Cited by:

    1. Marino-Romero, Jorge Alberto & Palos-Sánchez, Pedro R. & Velicia-Martín, Félix, 2024. "Evolution of digital transformation in SMEs management through a bibliometric analysis," Technological Forecasting and Social Change, Elsevier, vol. 199(C).
    2. Kyfyak Oleksandr & Kyfyak Viktoriia & Kindzerskyi Vitalii & Kovbas Halyna & Finagina Olesya & Todoriuk Serhii, 2023. "The Role of Digital Marketing and Logistics in the Optimization of Business Processes of Agricultural Enterprises," Management Theory and Studies for Rural Business and Infrastructure Development, Sciendo, vol. 45(3), pages 213-220, September.

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