Determining best practices for integrating marketing and sales in organizations: using the Delphi technique
| dc.contributor.author | Watson, Kristin R., author | |
| dc.contributor.author | Gloeckner, Gene, advisor | |
| dc.contributor.author | Folkestad, James, committee member | |
| dc.contributor.author | Ingram, Thomas, committee member | |
| dc.contributor.author | Makela, Carole, committee member | |
| dc.date.accessioned | 2017-09-14T16:04:43Z | |
| dc.date.available | 2017-09-14T16:04:43Z | |
| dc.date.issued | 2017 | |
| dc.description.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. | |
| dc.format.medium | born digital | |
| dc.format.medium | doctoral dissertations | |
| dc.identifier | Watson_colostate_0053A_14286.pdf | |
| dc.identifier.uri | https://hdl.handle.net/10217/183920 | |
| dc.language | English | |
| dc.language.iso | eng | |
| dc.publisher | Colorado State University. Libraries | |
| dc.relation.ispartof | 2000-2019 | |
| dc.rights | Copyright and other restrictions may apply. User is responsible for compliance with all applicable laws. For information about copyright law, please see https://libguides.colostate.edu/copyright. | |
| dc.subject | Delphi | |
| dc.subject | marketing | |
| dc.subject | sales | |
| dc.subject | integration | |
| dc.subject | best practices | |
| dc.subject | mixed methods | |
| dc.title | Determining best practices for integrating marketing and sales in organizations: using the Delphi technique | |
| dc.type | Text | |
| dcterms.rights.dpla | This Item is protected by copyright and/or related rights (https://rightsstatements.org/vocab/InC/1.0/). You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s). | |
| thesis.degree.discipline | Education | |
| thesis.degree.grantor | Colorado State University | |
| thesis.degree.level | Doctoral | |
| thesis.degree.name | Doctor of Philosophy (Ph.D.) |
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