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December 5, 2025Marketing Management JournalOpen Access

Sales Management Improves SME Performance, but Not Without Marketing Planning

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Authors

WCW. Randy ClarkSMScott C. ManleyJHJoseph F. Hair

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Overview

Analysis shows effective marketing planning improves performance in small and medium-sized enterprises, indicating a crucial link with sales management.

Key Points

  • Performance improves in small and medium-sized enterprises when marketing planning is implemented effectively.
  • Analysis of 135 small businesses revealed that marketing planning fully mediates sales management effectiveness.
  • Marketing planning helps align salesforce capabilities to enhance overall business performance with effective selling approaches.
  • Results highlight the necessity of integrating marketing planning for successful sales management in SMEs.

Cite This Study

Clark et al. (2024) studied this question.

synapsesocial.com/papers/693231368e51979591dcec65https://doi.org/10.63963/001c.151165
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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 Planning2025
  2. 2Strategic decision-making in SMEs: examining the influence of marketing managers’ capabilities on firm performance in emerging markets through mediating and moderating mechanisms2025 · 8 citations
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  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