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Marketing-Sales Interface and Organizational Competitiveness

Author

Listed:
  • Avlonitis George J.

    (Athens University of Economics and Business, AthensGreece)

  • Lionakis Konstantinos

    (New York College Athens, Greece)

Abstract

This paper focuses on the effectiveness of marketing-sales interfaces in B2B firms. As the body of knowledge on this domain is scarce, there is a greater need to investigate the specific aspects of marketing-sales configurations in such firms. The objective of this paper is to expand existing knowledge regarding marketing-sales interfaces in B2B firms, in order to identify the effectiveness of each configuration. Based on quantitative data collected from marketing or sales managers of 98 B2B firms, the study identifies the most effective marketing-sales interface in terms of smooth relationships and enhanced performance. The implications of the study are discussed.

Suggested Citation

  • Avlonitis George J. & Lionakis Konstantinos, 2015. "Marketing-Sales Interface and Organizational Competitiveness," Marketing of Scientific and Research Organizations, Sciendo, vol. 15(1), pages 59-76, March.
    • Handle: RePEc:vrs:mosaro:v:15:y:2015:i:1:p:59-76:n:5
    DOI: 10.14611/minib.15.01.2015.09
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    References listed on IDEAS

    as
    1. Guenzi, Paolo & Troilo, Gabriele, 2007. "The joint contribution of marketing and sales to the creation of superior customer value," Journal of Business Research, Elsevier, vol. 60(2), pages 98-107, February.
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    3. Dominique Rouzies & Erin Anderson & A. K. Kohli & R. E. Michaels & Barton A. Weitz & A. A. Zoltners, 2005. "Sales and Marketing Integration : A Proposed Framework," Post-Print halshs-00004748, HAL.
    4. Krohmer, Harley & Homburg, Christian & Workman, John P., 2002. "Should marketing be cross-functional? Conceptual development and international empirical evidence," Journal of Business Research, Elsevier, vol. 55(6), pages 451-465, June.
    Full references (including those not matched with items on IDEAS)

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