Strategic Sales and Strategic Marketing

There is growing evidence that the traditional role of the sales organization in business-to-business marketing is quickly evolving from a tactical, operational function to a strategic capability concerned with the management of critical processes that support business strategy and deliver value to profitable customers. This topic is of major relevance to scholars in both the sales and marketing domains, and this relevance is underlined by the intense interest of managers and companies in how this field is changing. This collection is a unique gathering of views on the critical issues to be confronted in the strategizing of the sales function, from distinguished scholars from throughout the world. Their focus is on the linkages between strategic marketing and the corollary of strategic sales. This book was published as a special issue of Journal of Strategic Marketing.

Dr Nikala Lane is Associate Professor in Marketing and Strategy at Warwick Business School, the University of Warwick, UK. She was previously at Cardiff University as Senior Research Associate. She has published widely on management, marketing and sales topics and is co-author of Strategic Customer Management (Oxford University Press, 2009).