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Publications
  • 2012
  • Chapter
  • Handbook of Business-to-Business Marketing

Coordinating Marketing and Sales in B2B Organizations

By: Frank V. Cespedes
  • Format:Print
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Abstract

This chapter focuses on the topic of coordinating marketing and sales in Business-to-Business (B2B) organizations. It provides an historical overview, indicating that this is not a new issue facing firms, that the business press has outlined a recurring set of prescriptive advice about the topic to practitioners, and why (despite its recurring nature) that advice seems to have limited usefulness. The chapter then reviews some common delineations of marketing and sales activities in companies and the implications. Finally, the chapter concludes with a sample of what B2B companies have done in their attempts to improve marketing-sales coordination, including suggestions for future research.

Keywords

Marketing; Practice; Research; Sales

Citation

Cespedes, Frank V. "Coordinating Marketing and Sales in B2B Organizations." In Handbook of Business-to-Business Marketing, edited by Gary L. Lilien and Rajdeep Grewal. Edward Elgar Publishing, 2012.

About The Author

Frank V. Cespedes

Entrepreneurial Management
→More Publications

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  • How Managers Can Build a Culture of Experimentation By: Frank V. Cespedes and Neil Hoyne
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  • Improving Sales Hiring By: Frank V. Cespedes
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