Marketing–sales interface configurations in B2B firms

As the body of knowledge on marketing-sales interface expands, there is a greater need to investigate the specific aspects of marketing–sales configurations in B2B firms. Using a qualitative methodology and interview data collected from over 100 sales and marketing professionals from the US, The Netherlands and Slovenia, this study presents a dynamic, evolutionary spectrum of four B2B marketing–sales interface configurations. These configurations are described in detail in terms of structure, communication patterns, information sharing, collaboration, and strategic outcomes. The findings show that no configuration is inherently superior. Our dynamic configuration spectrum offers managers a toolkit to evaluate their firm's marketing–sales interface in terms of current and desired positions, and contribute to their firm's market orientation and business performance.