Digital Transformation in Sales and Marketing Departments: An Integrated Overview and Directions for Organizations and Further Research

Digital transformation of customer interactions : aligning marketing, sales and IT

“…Thus, it is necessary to analyze what has already been achieved and can be used as a basis for this study. Much empirical work has focused on the interplay between Marketing and Sales, or of IT and other departments, and analyzed pairs of actors (Graesch et al, 2022). Accordingly, it is important to understand the conclusion and limitation of existing studies in the field in terms of the interplay between pairs of the M-S-I actors, and if they are applicable to the interface between the three M-S-I actors.…”

“…Thus, the interface between the individual Marketing, Sales, and IT ('M-S-I') roles has become more important, and managers need to be able to classify which of them are we, us and I. While the field of Marketing and Sales has been studied extensively, hardly any attention has been paid to the interfaces among M-S-I (Graesch et al, 2022), indicating boundary conditions for the field of Marketing and Sales. There has furthermore been criticism in the literature of the inadequate practical relevance of related studies in organization and management research (Rynes et al, 2001;van Aken & Romme, 2009).…”