An exploratory study of sales‐marketing integrative devices

Abstract

PurposeThe study explores structural devices designed to enhance collaboration between sales and marketing groups. The paper aims to develop a conceptual framework of how such integrative devices link to higher levels of sales‐marketing collaboration and also to higher levels of business performance.Design/methodology/approachA total of 20 in‐depth interviews and a review of the literature are used to examine the nature and effects of sales‐marketing integrative devices in UK consumer packaged goods firms.FindingsThe study identifies two main types of integrative device in operation: trade marketing and category management. The exploratory interviews highlight how these two types of integrative device operate, respectively, at operational and strategic levels. All of the organisations were found to operate some kind of integrative device. However, the organisations studied manifest different levels of collaboration between sales and marketing groups. The conclusion drawn from this and subsequently included in the conceptual framework is that it is the effectiveness of integrative devices, rather than their mere existence, that differentiates between higher and lower levels of sales‐marketing collaboration.Practical implicationsThe effectiveness of sales‐marketing integrative devices appears to have positive effects for collaborative sales‐marketing intergroup relations. The results therefore support the development and effective use of such devices to enhance collaborative relations between sales and marketing.Originality/valueThis study reveals the importance and dimensions of effective sales‐marketing integrative devices and uses in‐depth interviews to support the development of a conceptual framework for future empirical testing. Specific hypotheses to test are developed, together with suggestions regarding the measurement of constructs.