Digital Transformation in Sales and Marketing Departments: An Integrated Overview and Directions for Organizations and Further Research

Jan Philipp Graesch*, Susanne Hensel-Börner, Jörg Henseler

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

Abstract

Firms all over the world have started initiatives and made investments in projects to help discover the benefits of digital technologies. This transformation has had an impact on the marketing and sales relationship and the role of IT. Researchers have confirmed the need for interdepartmental alignment, but the integration of all three disciplines together has been overlooked, and a concrete method of collaboration has not yet been identified. The aim of this study is to review the marketing, sales, and IT (M-S-I) research and to integrate the findings into a framework that can direct future research and organizational structures for interdepartmental alignment and collaboration with the goal of improving the performance of companies.
Original languageEnglish
Title of host publicationSales Enablement als Fundament des Vertriebserfolgs
Subtitle of host publicationInnovative Ansätze aus Theorie und Praxis zur Gestaltung erfolgreicher Kundenbeziehungen
EditorsJörg Westphal, Jobst Görne, Christian Schmitz
PublisherSpringer Gabler
Volume1
Edition1
ISBN (Electronic)978-3-658-37614-7
ISBN (Print)978-3-658-37613-0
DOIs
Publication statusE-pub ahead of print/First online - 17 Oct 2022

Publication series

NameFOM-Edition Book series
PublisherFOM University of Applied Sciences for Economics and Management
ISSN (Print)2625-7114
ISSN (Electronic)2625-7122

Keywords

  • n/a OA procedure

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