Sales and Marketing Integration: Applying the Theoretical Lens of the Resource-Based View

Abstract

Sales and marketing integration plays a crucial role in improving overall performance of the organisation. This research demonstrates the advantages of a close linkage between sales and marketing and evaluates its impact on the organisation performance. Sales and marketing integration is a complex and multi-faceted construct and hence requires strategic approach. This research provides some new perspectives in explaining sales and marketing integration from RBV perspectives and explores the organisational resources and capabilities contributing to such integration. This study aims to understand how to achieve sales and marketing integration through better utilisation of resources and capabilities of the organisation. The contribution of this article is both theoretical and practical. From a theoretical perspective, the frameworks developed in this study are an important contribution to the existing knowledge on the integration between sales and marketing. From a practical perspective, these frameworks aim at providing guidelines for sales and marketing managers and ultimately building competitive advantages for the organisation.

Keywords: sales, marketing, integration, resource-based view, RBV, capability, customer value proposition