Exploring The Impact of B2B Marketing Skills on Sales Career Intentions: A Comprehensive Analysis

Sales and marketing are strategically complementary company processes. This study examines the impact of B2B marketing education on students’ understanding of the sales-marketing interface and their career intentions in sales. Using Structural Equation Modeling and ordinal regression analysis, the results suggest that B2B marketing skills have a positive influence on students’ intentions to pursue a career in sales and enhance their understanding of the sales-marketing interface. However, mere conceptual knowledge of this interface is insufficient to boost career intentions. Furthermore, the results indicate that millennial students are more likely to consider careers in sales, and a lack of experience or family role models in sales correlates with negative perceptions of the field. The study highlights the importance of integrating theoretical knowledge with its practical application. The study discusses implications, limitations, and suggestions for future research.