Effects of Digital Technologies on the Role, Functions, and Interplay of Marketing and Sales Departments in Technical B2B Companies

This study reassesses the roles and tasks of marketing and sales departments in industrial B2B companies, integrating recent developments in digitalization and technological advancements. Building on existing literature about the marketing-sales interface, it aims to provide a comprehensive understanding of how these changes impact the interaction and efficiency of marketing and sales functions. It has three research components: (1) analyzing recruitment advertisements, (2) conducting focus groups with professionals from B2B companies, and (3) a quantitative study examining marketing and sales tasks and interfaces. The findings show the significance of improving digital competencies and fostering customer-centric behavior in marketing departments. Secondly, the findings indicate the importance of analytical skills for salespeople. Furthermore, the study reveals an ongoing process of task integration between marketing and sales departments, although it remains incomplete. Notably, there are disagreements among marketing employees, sales personnel, and C-Level managers regarding certain tasks, which may lead to potential conflicts. The study concludes by providing implications for business, for the scientific community and for marketing and sales educators.