Hassan Sherwani ROLE OF SALES AND MARKETING IN ... - Oulu
Hassan Sherwani ROLE OF SALES AND MARKETING IN ... - Oulu
Hassan Sherwani ROLE OF SALES AND MARKETING IN ... - Oulu
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execution. In today's hyper-competitive world, the sales and marketing functions must<br />
work together at different levels. However, as pointed out earlier, increased integration<br />
is not always for the best, and much depends on the environment the company operates<br />
in.<br />
If it is assumed that case company might integrate its sales and marketing functions<br />
more effectively, the most important aspect is that there must be no disruption to<br />
customers, as achieving sales revenue targets is often critical. And sustaining the<br />
customer base early on increases the probability for success in capturing long-term<br />
revenue growth anticipated by the deal. There must be a common area of focus between<br />
the two functions in order to set a successful integration<br />
In this modern competitive environment, enhanced employee satisfaction is the key to<br />
growth as sales and marketing employees who are involved in the entire process, are<br />
likely to show higher levels of job satisfaction and potentially lower turnover. Overall,<br />
enhancing sales and marketing integration might potentially lead to better results at<br />
<strong>Oulu</strong>n Sähkönmyynti Oy, though it might also be difficult to achieve on global scale.<br />
The reason might be related to size and culture of the organization as it has only been<br />
operating within Northern Finland so, there is lack of exposure. The issue might arise<br />
when it tends to grow bigger in terms of its domain. As mentioned by Tuomi and Lehto<br />
(2013), “If we would get ten customers by going international, there is a possibility that<br />
we might lose eleven customer back at home”. This somehow shows the perception of<br />
threat stemmed to internationalization.<br />
Coming to internal environment of company, there is a great degree of unified<br />
commitment seen within the company however; there is no single definition of growth.<br />
Each member has its own way to perceive this concept such as financial growth,<br />
strategic growth, more networks, strong brand name or international recognition through<br />
new international ventures, these all may contribute to growth. There must be common<br />
vision for the company and that is where knowledge management has its role to play. As<br />
described above, company has a good system to store explicit knowledge through<br />
information systems however, there is more efforts needed for harnessing tacit<br />
knowledge for the benefit of each individual and organization at the same time.