TITLE

SALES BUY-IN OF MARKETING STRATEGIES: EXPLORATION OF ITS NUANCES, ANTECEDENTS, AND CONTEXTUAL CONDITIONS

AUTHOR(S)
Malshe, Avinash; Sohi, Ravipreet S.
PUB. DATE
June 2009
SOURCE
Journal of Personal Selling & Sales Management;Summer2009, Vol. 29 Issue 3, p207
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This study uses a qualitative research design with the grounded theory method to explore the multifaceted nature of sales buy-in--that is, the sales function's belief that marketers' proposed strategy is appropriate and has merit. Based on 49 in-depth interviews with sales and marketing professionals, the findings indicate that obtaining sales buy-in consists of four key components: (1) objectivity and rational persuasion, (2) sensitivity and responsiveness to reality, (3) involvement in strategy creation, and (4) positioning for success. The findings also show that three organizational-level factors play an important role in determining sales buy-in: (1) eliminating interfunctional walls, (2) bridging the cultural divide between sales and marketing, and (3) developing interfunctional relationships. Last, sales buy-in depends on two contextual conditions--hierarchy and strategy absorption time.
ACCESSION #
42959922

 

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