Sales and Marketing Integration : A Proposed Framework

D. ROUZIES, E. Anderson, A. Kohli, R. Michaels, B. Weitz, A. Zoltners

Journal of Personal Selling & Sales Management

Spring 2005, vol. 25, n°2, pp.113-122

Departments: Marketing, GREGHEC (CNRS)

In this paper, we identify sales and marketing activities, and common impediments to their integration. We then discuss the concept of sales-marketing integration, and distinguish it from related concepts such as involvement and communication. Following this, we discuss approaches businesses can use to improve sales-marketing integration as well as their potential costs and drawbacks. The paper concludes with a set of propositions identifying the conditions under which sales-marketing integration has the greatest impact on firm performance