Determining best practices for integrating marketing and sales in organizations: using the Delphi technique
Date
2017
Authors
Watson, Kristin R., author
Gloeckner, Gene, advisor
Folkestad, James, committee member
Ingram, Thomas, committee member
Makela, Carole, committee member
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Abstract
Using the Delphi technique; combining a thorough review of literature, with opinions of experts during three rounds of data collection, this study determined best practices for integrating marketing and sales in organizations. A purposeful, heterogeneous sample of marketing and sales executives, with a minimum of 30 years experience, in seven different industries, with 40 different organizations around the world participated as experts. Organizations that integrate marketing and sales can improve business performance; increase efficiency, effectiveness, customer and employee satisfaction. Eleven best practices for integrating marketing and sales in organizations were determined: communication; clearly defined roles, responsibilities and expectations; performance metrics; a customer focus; strategic planning; organizational knowledge; training and education; shared/aligned rewards; organizational intelligence (i.e. market, competitor, and customer information); lead management; and common technology platforms; resulting in the development of Watson's Integrated Marketing and Sales Best Practices (WIMS BP) model.
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Subject
Delphi
marketing
sales
integration
best practices
mixed methods