An investigation into the relationship between sales and marketing departments of retail outlets located in the north west region of Ireland

Abstract

This dissertation is an investigation into the relationship between sales and marketing departments. The investigation will highlight, if any gaps actually do exist between sales and marketing departments o f retail outlets in the North West o f Ireland. From the secondary research it was noticed that the relationships between the two departments were becoming further and further apart. They were becoming less and less aligned due to the different natures and cultures o f both departments. This needed to change as business performance was suffering at the hands o f stubborn personalities that would not move to accommodate each other. Primary and Secondary research methodologies were used to investigate the relationship between the sales and marketing departments o f two retail outlets in the North West region o f Ireland. Primary research was undertaken through qualitative and quantitative methodology. Qualitative research was collected in the form o f four in-depth interviews with a sales and marketing manager o f both organisations. Quantitative research was collected through questionnaires administered to the sales force o f both organisations. The secondary research was carried out by critically evaluating relevant published material such as academic books, journals, websites, and newspapers. Key findings were made from the research. Some o f the relationship gaps that emerged in the secondary research were found in the primary research. The cultural difference between both departments was evident from the research. It was also clear to see that both departments needed to develop closer relationships in order for the possible integration to occur. The researcher offered a number o f recommendations such as suggesting ways that the sales and marketing departments could work more fluently along side each other. The setting up o f cross-functional teams was recommended as the best way for both sales and marketing to begin the process o f becoming more integrated.