Sales and marketing integration: an exploratory study on the role of digital content strategy

• Monti, Elisabetta ^[1] ; Ancillai, Chiara ^[1] ; Pascucci, Federica ^[1]
  1. [1] Marche Polytechnic University

     Marche Polytechnic University

     Ancona, Italia

     
• Localización: Piccola impresa: = Small Business, ISSN 0394-7947, Nº. 3, 2020
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • Despite the importance and the numerous benefits of sales-marketing integration, a significant gap between sales and marketing still exists. The literature has recently suggested that digital content marketing (DCM) might play a role in the sales-marketing integration in B2B companies. Notwithstanding the growing academic interest on DCM and its potential for the sales-marketing integration, we lack a thorough understanding of how the implementation of a DCM strategy triggers the mechanisms behind such an integration. We conduct a single case study to investigate the role of a DCM strategy in a B2B SME. The findings indicate that the DCM strategy enhances information sharing, structural linkages, customer orientation and power mechanisms. In doing so, we contribute to the literature by showing that a DCM strategy can effectively play a supporting role in the sales-marketing integration.