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September 18, 2025Open Access

Sales Management Improves SME Performance, but Not Without Marketing Planning

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Authors

RCRandy ClarkSMScott C. ManleyJHJoseph F. Hair

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Overview

Observational analysis reveals marketing planning fully mediates sales management's impact on SME performance, indicating its necessity.

Key Points

  • Sales management does not enhance SME performance without effective marketing planning, which is vital for success.
  • The study found that marketing planning mediates the relationship between sales management and performance in SMEs.
  • Data analysis from 135 small businesses highlighted the importance of aligning salesforce capabilities with marketing strategies.
  • These insights imply that SMEs must prioritize marketing planning alongside sales management for better outcomes.

Cite This Study

Clark et al. (2025) studied this question.

synapsesocial.com/papers/68d462db31b076d99fa62ae6https://doi.org/10.63963/001c.144484
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Sales Management Improves SME Performance, but Not Without Marketing Planning2024
  2. 2Strategy planning and business performance: the moderating roles of market sensing and tolerance for failure2024 · 7 citations
  3. 3Strategic decision-making in SMEs: examining the influence of marketing managers’ capabilities on firm performance in emerging markets through mediating and moderating mechanisms2025 · 8 citations
  4. 4The Impact of Multichannel Marketing Strategy Implementation, HR Skills, and Customer Experience on Increased Sales in Small and Medium Enterprises2024
  5. 5From outreach to outcome: exploring the impact of integrated marketing communication on the performance of small and medium-sized enterprises2024 · 10 citations