Exploration of sales-marketing interface nuances in Saudi Arabia

Extant research on sales–marketing interface has ignored emerging markets as research contexts. This study uses grounded theory methodology and depth-interview data from 37 sales and marketing professionals in Saudi Arabia to explicate how firm contexts that are influenced by Islamic values may shape intra-organizational mechanisms between firm leadership and sales and marketing departments, moderate their roles in marketing strategy activities, and affect interface dynamics. Specifically, appreciation of high power distance and traditional authority allow top leadership to be extensively involved in firm's everyday operations and there is a conspicuous absence of two-way dialog between top leadership and interface personnel. As a result, marketing strategy making authority is rarely transferred to sales and marketing. The context thus creates a chain of command with top leadership holding central authority, marketers preparing action plans and salespeople implementing those plans. Overall, this context brings forth certain hitherto unexplored perspectives on this interface.

► We explore nuances of sales-marketing interface in Saudi Arabia – an emerging market.
► We find that firm leadership is extensively involved in firm's everyday operations.
► There is an absence of two-way dialog between leadership and interface personnel.
► Marketing strategy making authority is rarely transferred to sales and marketing.
► Interface personnel prepare action plans and insure its implementation; nothing more.