Sales Cross-Functional Collaboration with Marketing and Customer Service: Optimal Interaction Patterns for Different Network Goals

Informações

Código: EMA365
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 06 - Marketing de Serviços, de Relacionamento e de Vendas

Autores

Danny Pimentel Claro (Prog de Mestr Prof em Admin/Insper - Instituto de Ensino e Pesquisa) dannypc@insper.edu.br
Carla Sofia Dias Moreira Ramos (Prog de Mestr Prof em Admin/Insper - Instituto de Ensino e Pesquisa) carlasdmr@insper.edu.br

Resumo

This article integrates sales management and social network perspectives to develop and test a model that incorporates sales-marketing and sales-customer service cross-functional collaboration with objective sales performance. Network data from salespeople working for a chemical manufacturer show the positive effect on salesperson performance stemming from fewer and stronger ties with colleagues in marketing as well as more and weaker ties with colleagues in customer service. The authors demonstrate the moderating effects of delivering solution initiatives of customer relationship management. Findings suggest that salespeople gain from network steering capabilities when managing cross-functional contacts. In addition, sales managers benefit from a set of intrafirm network interventions that improve sales force effectiveness.

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