Work

Sales Management Improves SME Performance, but Not Without Marketing Planning

Year: 2024

Type: article

Abstract: The impact of marketing planning on SME (small and medium-sized enterprises) performance is established. However, little research has examined how marketing planning and sales management, together, influence SME performance. Our study addresses this literature gap: how do marketing planning and sales management interact to affect SME performance? We analyzed data from 135 small businesses. Marketing planning fully mediates the relationship between sales management and SME performance. This shows that without effective marketing planning, salesforce management alone will not likely enhance SME performance. Our findings imply that marketing planning is critical for SMEs to enhance performance when applying sales management. Marketing planning helps sales managers align their salesforce capabilities and efficiently manage their selling approach to improve business performance.

Source: Marketing Management Journal

DOI: 10.63963/001c.151165

Authors: W. Randy Clark, Scott C. Manley, Joseph F. Hair, Ralph I. Williams

Institutions: Middle Tennessee State University, Georgia College & State University, University of South Alabama

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4416950335

FWCI:

Cites:

Cited by:

Related to: