Sales And Marketing Integration: A Proposed Framework

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.