The academic literature has devoted increasing attention to the sales-marketing integration. A significant gap between sales and marketing still exists, specially in B2B contexts. Scholars have recently suggested that digital content marketing (DCM) might play a role in the sales-marketing integration in B2B companies. However, the literature has emphasized the positive effects of DCM on sales-related outcomes. Yet, the literature lacks a thorough understanding of how and why the implementation of DCM triggers those mechanisms and dimensions which lie behind the sales-marketing integration. Therefore, the role of DCM in sales-marketing integration is not fully explored. Against this backdrop, we aim at answering the following research question: Through what specific mechanisms can Digital Content Marketing (DCM) foster the sales – marketing integration?". We employ a single case study to answer the research question. Thus, this methodology enhances the understanding of the dynamics and contextual complexities of the DCM strategy’s role in the sales-marketing integration in a B2B SME. The study contributes to the literature on the sales-marketing integration and on the DCM. The analysis shows for the first time that the DCM strategy can effectively play a supporting role in the sales-marketing integration. The DCM strategy allows to exchange more information between marketing and sales, requires formal meetings among the two units to jointly plan objectives and activities, encourages teamwork for executing activities together. The DCM supports the sales-marketing integration by emphasizing a customer orientation and market knowledge in both units, and brought about a gradual change in the organization. This study offers valuable insights for future researches and for manager B2B. The DCM, implemented with a strategic approach, is able to bring benefits within B2B companies that go beyond those closely related to DCM, such as sales – marketing integration.
La letteratura ha messo più volte in evidenza la rilevanza dell'integrazione tra marketing e vendite. Nonostante ciò, tale integrazione costituisce ancora un problema nelle imprese, specie nei contesti B2B. Studi recenti in tema di Digital Content Marketing (DCM) hanno suggerito che il DCM può contribuire ad allineare il marketing alla funzione commerciale. Questi studi, però, hanno dimostrato l’impatto del DCM sul ciclo di vendita, mentre il ruolo di tale strategia nell'integrazione tra le due aree non ha rappresentato il fenomeno oggetto di indagine. Pertanto non sono state ancora indagate le motivazioni e le modalità con le quali l’implementazione del DCM possa favorire l’integrazione tra marketing e vendite. La tesi si pone l’obiettivo di esplorare in che modo il DCM può supportare l’integrazione, rispondendo alla seguente domanda di ricerca: “Attraverso quali specifici meccanismi il Digital Content Marketing (DCM) può favorire l’integrazione tra area marketing e area vendite?”. La metodologia utilizzata è di tipo qualitativo, mediante il ricorso al single case study, indagando in profondità l’implementazione di una strategia di DCM all’interno di una PMI B2B e il suo impatto in termini di integrazione. I risultati dello studio, contribuendo alla letteratura sul tema, mostrano per la prima volta che il DCM è in grado di favorire l’integrazione non solo allineando le due aree su un comune orientamento al cliente, ma innescando i meccanismi e attivando le dimensioni dell’integrazione individuate in letteratura: la condivisione delle informazioni, la creazione di legami strutturali, il potere e la conoscenza. I risultati forniscono spunti interessanti per indagini future e per i manager B2B, evidenziando come il DCM possa rappresentare un investimento di natura strategica in grado di apportare non solo benefici strettamente correlati al DCM, ma è in grado di favorire l’integrazione tra marketing e vendite.
“Sales-marketing integration”: un’indagine esplorativa sul ruolo della strategia di digital content marketing / Monti, Elisabetta. - (2021 Jul 23).
“Sales-marketing integration”: un’indagine esplorativa sul ruolo della strategia di digital content marketing
MONTI, ELISABETTA
2021-07-23
Abstract
The academic literature has devoted increasing attention to the sales-marketing integration. A significant gap between sales and marketing still exists, specially in B2B contexts. Scholars have recently suggested that digital content marketing (DCM) might play a role in the sales-marketing integration in B2B companies. However, the literature has emphasized the positive effects of DCM on sales-related outcomes. Yet, the literature lacks a thorough understanding of how and why the implementation of DCM triggers those mechanisms and dimensions which lie behind the sales-marketing integration. Therefore, the role of DCM in sales-marketing integration is not fully explored. Against this backdrop, we aim at answering the following research question: Through what specific mechanisms can Digital Content Marketing (DCM) foster the sales – marketing integration?". We employ a single case study to answer the research question. Thus, this methodology enhances the understanding of the dynamics and contextual complexities of the DCM strategy’s role in the sales-marketing integration in a B2B SME. The study contributes to the literature on the sales-marketing integration and on the DCM. The analysis shows for the first time that the DCM strategy can effectively play a supporting role in the sales-marketing integration. The DCM strategy allows to exchange more information between marketing and sales, requires formal meetings among the two units to jointly plan objectives and activities, encourages teamwork for executing activities together. The DCM supports the sales-marketing integration by emphasizing a customer orientation and market knowledge in both units, and brought about a gradual change in the organization. This study offers valuable insights for future researches and for manager B2B. The DCM, implemented with a strategic approach, is able to bring benefits within B2B companies that go beyond those closely related to DCM, such as sales – marketing integration.File | Dimensione | Formato | |
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