Julkaisut

Katariina Kyckling: The Impact of Marketing-Sales Relationship on Business Performance (11.10.2010)

This study explores the marketing-sales relationship and the impact it has on business performance. Literature review of this study draws together relevant research and literature on this topic, based on which the conceptual framework is formed. Empirical part of this study investigates the state of marketing-sales relationship in Finnish companies and the effects it has on business performance of the company or business unit.

The most important finding of this study is that marketing-sales relationship does affect the business performance of the company or the business unit in question when operating in business-to-business markets. Moreover, it is shown that the form of marketing-sales relationship, meaning whether the two functions are clearly separate, cooperate to some extent or are inseparable, and time and goal orientations together affect business performance too. Also, there are clear differences between companies in time and goal orientations of their marketing and sales departments so that companies can be grouped based on this dimension.

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