The misalignment of sales and marketing in the digital age: the case of South African small and medium-sized enterprises

Armstrong, Richard
Journal Title
Journal ISSN
Volume Title
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.
A research report submitted in partial fulfilment of the requirements for the degree of Master of Management in the field of Digital Business to the Faculty of Commerce, Law and Management, Wits Business school, University of the Witwatersrand, Johannesburg, 2020
Sales leads, Digital marketing, Sales and marketing misalignment, Digital business, Marketing measurement