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

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dc.contributor.authorArmstrong, Richard
dc.date.accessioned2020-12-04T16:22:15Z
dc.date.available2020-12-04T16:22:15Z
dc.date.issued2020
dc.descriptionA 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, 2020en_ZA
dc.description.abstractConceptually 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.en_ZA
dc.description.librarianTL (2020)en_ZA
dc.facultyFaculty of Commerce, Law and Managementen_ZA
dc.identifier.urihttps://hdl.handle.net/10539/30287
dc.language.isoenen_ZA
dc.schoolWits Business Schoolen_ZA
dc.subjectSales leads
dc.subjectDigital marketing
dc.subjectSales and marketing misalignment
dc.subjectDigital business
dc.subjectMarketing measurement
dc.subject.otherSDG-8: Decent work and economic growth
dc.titleThe misalignment of sales and marketing in the digital age: the case of South African small and medium-sized enterprisesen_ZA
dc.typeDissertationen_ZA
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