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.
Highlights
By considering the findings the collaboration between the marketing and sales departments in German organizations is perceived as good
Originality/value – 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
It is even more important that this study explores the collaboration between marketing and sales in German organizations to determine whether digital transformation affects this
Summary
By considering the findings the collaboration between the marketing and sales departments in German organizations is perceived as good. 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. This statement illustrates the discrepancies as well as the gap between the marketing and the sales department. Marketing and sales demonstrate crucial differences in their goals, it is essential to be aware of their reciprocal potential If both departments operate in a way that is complementary, the efficiency of how customers are acquired, treated and retained increases (Shapiro, 2002). Six German organizations are investigated through semi-structured expert interviews
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