Bridging the gap between sales and marketing: The role of digital content marketing strategy
Bridging the gap between sales and marketing: The role of digital content marketing strategyElisabetta Monti, Chiara Ancillai, Federica Pascucci
The academic literature has devoted increasing attention to the sales-marketing integration(e.g., Cespedes, 1993; Kotler et al., 2006; Rouzies et al., 2005; Sleep et al., 2018), which is defined as “a dynamic process in which the two functional areas create more value for their firms by working together than they would create by working in isolation” (Rouziès et al., 2005, p. 115). The sales-marketing integration includes both “interaction” (i.e., the development of a structured communication between the two units through meetings and information sharing) and “collaboration” (i.e., working in close contact, through inter-functional teamwork, for instance; Homburg et al., 2008; Kahn, 1996; Rouziès et al., 2005).
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