Main Article Content
Abstract
Extant research on marketing strategy making
(MSM) lacks process-based theoretical frameworks
that elucidate how marketing strategies are made
when sales and marketing functions are involved in
the process. Using a grounded theory approach and
data collected from (a) 58 depth interviews with sales
and marketing professionals and (b) a focus group
with 11 marketing professionals, we propose that
MSM within the sales- marketing interface is a three-
stage, multifaceted process that consists of
Groundwork, Transfer and Follow-up stages. Our
process-based model explicates the specific activities
at each stage that are needed to develop and execute
marketing strategies successfully, the sequence in
which these activities may unfold, and the role sales
and marketing functions may play in the entire
process. Managerially, this paper highlights that
successful strategy creation and execution requires
marketing and sales functions to be equally invested
in the entire process.
Keywords: Sales-marketing interface, Marketing
strategy making, Grounded theory approach