Conceptually the two functions, sales and marketing are closely aligned. In reality, however, there is a tendency for misalignment to develop. This study investigated the misalignment between sales and marketing in small and medium-sized enterprises (SMMEs) in South Africa within the context of the age of digital business.
A survey was used to interrogate the extent, nature and causes of such misalignment. This in turn allowed for the support for potential solutions to be measured. The study found that a high degree of misalignment exists between sales and marketing in South African SMMEs. The evidence suggests that such misalignment relates, either directly, or indirectly to ‘lead management’. Potential solutions to the issue were suggested and were overwhelmingly supported by the sample.
