Dispersion of influence between Marketing and Sales: Its effects on superior customer value and market performance

In this study the authors investigate how dispersion of influence between Marketing and Sales (DIMS) affects the creation of superior customer value and the firm's market performance. Hypotheses are tested on a sample of 326 strategic business units using structural equation modelling analysis. Three main results emerge which contribute to the understanding of the consequences of DIMS within companies. First, DIMS increases interaction and collaboration between Marketing and Sales, without blurring their respective goals, roles and responsibilities. Second, DIMS contributes to the diffusion of a customer oriented-culture across the organization. Third, the findings of this study clarify how and why DIMS affects organizational performance by showing simultaneously that superior customer value mediates the effects of DIMS on market performance, and that Marketing–Sales interface and customer-oriented culture mediate the effects of DIMS on superior customer value. The authors discuss the study's theoretical contributions and offer directions for future research. Overall, this study provides a new and broader perspective to managers responsible for the allocation of decision making influence between Marketing and Sales over a range of market-related issues.