Abstract:
This research was carried out using five case studies and a survey to discover how sales and marketing managers are rewarded and if alignment of rewards can improve collaboration between sales and marketing and/or reduce inter-functional conflict. In addition, it examined the role of senior managers' support for coordination on sales/marketing collaboration. The results reveal that organizations which use aligned rewards can increase sales/marketing collaboration through such reward structures, but not reduce interfunctional conflict. In addition, senior managers' support for coordination is vital, as it increases sales/ marketing collaboration, and strongly reduces inter-functional conflict. This is important because interfunctional conflict has a strong negative impact on collaboration between sales and marketing in business to business firms.
