Research

Sales Buy-in of Marketing Strategies: Exploration of its Nuances, Antecedents, and Contextual Conditions

This study uses a qualitative research design with the Grounded Theory method, to explore the multifaceted nature of sales buy-in, i.e. the sales function’s belief that marketers’ proposed strategy is appropriate and has merit. Based on 49 in-depth interviews with sales and marketing professionals, the findings indicate that obtaining sales buy-in consists of four key components: (a) objectivity and rational persuasion (b) sensitivity and responsiveness to reality (c) involvement in strategy creation, and (d) positioning for success. The findings also show that three organizational-level factors play an important role in determining sales buy-in: (1) eliminating interfunctional walls, (2) bridging the cultural divide between sales and marketing, and (3) developing interfunctional relationships. Last, sales buy-in depends on two contextual conditions –hierarchy, and strategy absorption time.

  • Lead Article
Publication Information
Article Title: Sales Buy-in of Marketing Strategies: Exploration of its Nuances, Antecedents, and Contextual Conditions
Journal: Journal of Personal Selling and Sales Management (Feb, 2008)
Vol. 13 Issue 1, p56-78, ISSN 1362-0436
Author(s): Malshe, A.;  Sohi, Ravi
Researcher Information
    
Sohi, Ravi
Sohi, Ravi
Professor and Robert D. Hays Distinguished Chair of Sales Excellence
Expertise:
  • Business-to-Business Marketing
  • E-Commerce Marketing
  • International Marketing
  • Marketing Channels Management
  • Sales Management
Marketing
CoB 335D
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-2316
Fax: (402) 472-9777
ravisohi@unl.edu