The sales-marketing interface: A systematic literature review and directions for future research

How sales and marketing come together in the pursuit of satisfying customers and achieving organizational objectives is of key concern to both academics and practitioners. Researchers have investigated many aspects of the sales-marketing interface (SMI). This paper provides a systematic literature review of the SMI domain. Based on a systematic assessment of more than 25 years of SMI research, the authors review the major themes discussed in the literature, identify and resolve inconsistencies and definitional ambiguities, and develop a comprehensive conceptual model that integrates and synthesizes the current body of knowledge about SMIs. In addition, they identify four directions for future research that will have a major impact on our understanding of the functioning and nature of SMIs: (1) the impact of digital technologies on SMIs, (2) the impact of national culture on SMIs, (3) SMIs in SMEs, and (4) the impact of changing roles of sales and marketing.