Digital transformation challenges successful enterprises – an exploration of the collaboration of marketing and sales department in German organizations
DOI:
https://doi.org/10.1108/INMR-05-2019-0066Keywords:
Marketing, Collaboration, Sales, Digital transformation, Digitalization, Generational conflictAbstract
Purpose – The purpose of this study is to investigate the influence of digital transformation on the
intersection of marketing and sales departments.
Design/methodology/approach – This area has received little attention in academic literature while
considerable amount of research exists surrounding the marketing and sales integration, the influence of the
trend of digital transformation on both departments and how it affects their collaboration is not investigated
in-depth and is therefore studied by qualitative research via semi-structured interviews in six German
organizations.
Findings – By considering the findings the collaboration between the marketing and sales departments in
German organizations is perceived as good. However, generation-related conflicts occur due to different
demographic structures of employees. The study provides evidence that the digital transformation affects the
marketing and sales integration and thus, the overall organizational performance.
Originality/value – Moreover, it is crucial that organizations face the challenges that occur in terms of
interdepartmental relationships and be aware of the huge potentials which arise due to digital transformation
to improve the marketing and sales collaboration.
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