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2022 | OriginalPaper | Chapter

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

Authors : Jan Philipp Graesch, Susanne Hensel-Börner, Jörg Henseler

Published in: Sales Enablement als Fundament des Vertriebserfolgs

Publisher: Springer Fachmedien Wiesbaden

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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.

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Title: Digital Transformation in Sales and Marketing Departments: An Integrated Overview and Directions for Organizations and Further Research
Authors: Jan Philipp Graesch
Susanne Hensel-Börner
Jörg Henseler
Publisher: Springer Fachmedien Wiesbaden
Book: Sales Enablement als Fundament des Vertriebserfolgs
Print ISBN: 978-3-658-37613-0

Electronic ISBN: 978-3-658-37614-7

Copyright Year: 2022
DOI: https://doi.org/10.1007/978-3-658-37614-7_9