Enhancing organizational sensemaking: An examination of the interactive effects of sales capabilities and marketing dashboards

Michael T. Krush, Raj Agnihotri, Kevin J Trainor, Edward L. Nowlin

Research output: Contribution to journalArticle

15 Citations (Scopus)

Abstract

Current marketing research highlights the direct effects of marketing resources on firm performance. Few studies, however, examine how such resources interact with one another and contribute to the strategic actions, such as sensemaking. In this study, we investigate how sales capabilities and performance monitoring via marketing dashboards influence a firm's sensemaking. The results from our study suggest that sales capability and the use of marketing dashboards not only contribute directly, but also have an interactive effect, highlighting the importance of integrating both sales and marketing operations. Further, we find evidence that sensemaking influences cost control and enhances customer relationship performance, suggesting that sensemaking has the potential to simultaneously impact both cost efficiency and growth.

Original languageEnglish (US)
Pages (from-to)824-835
Number of pages12
JournalIndustrial Marketing Management
Volume42
Issue number5
DOIs
StatePublished - Jul 2013

Fingerprint

Marketing
Sensemaking
Marketing research
Direct effect
Cost control
Performance monitoring
Resources
Customer relationship
Strategic action
Marketing resources
Firm performance

Keywords

  • Customer performance
  • Marketing dashboards
  • Marketing efficiency
  • Sales capability
  • Sensemaking

ASJC Scopus subject areas

  • Marketing

Cite this

Enhancing organizational sensemaking : An examination of the interactive effects of sales capabilities and marketing dashboards. / Krush, Michael T.; Agnihotri, Raj; Trainor, Kevin J; Nowlin, Edward L.

In: Industrial Marketing Management, Vol. 42, No. 5, 07.2013, p. 824-835.

Research output: Contribution to journalArticle

@article{be93a55e472b423b9fd4078eedf92321,
title = "Enhancing organizational sensemaking: An examination of the interactive effects of sales capabilities and marketing dashboards",
abstract = "Current marketing research highlights the direct effects of marketing resources on firm performance. Few studies, however, examine how such resources interact with one another and contribute to the strategic actions, such as sensemaking. In this study, we investigate how sales capabilities and performance monitoring via marketing dashboards influence a firm's sensemaking. The results from our study suggest that sales capability and the use of marketing dashboards not only contribute directly, but also have an interactive effect, highlighting the importance of integrating both sales and marketing operations. Further, we find evidence that sensemaking influences cost control and enhances customer relationship performance, suggesting that sensemaking has the potential to simultaneously impact both cost efficiency and growth.",
keywords = "Customer performance, Marketing dashboards, Marketing efficiency, Sales capability, Sensemaking",
author = "Krush, {Michael T.} and Raj Agnihotri and Trainor, {Kevin J} and Nowlin, {Edward L.}",
year = "2013",
month = "7",
doi = "10.1016/j.indmarman.2013.02.017",
language = "English (US)",
volume = "42",
pages = "824--835",
journal = "Industrial Marketing Management",
issn = "0019-8501",
publisher = "Elsevier Inc.",
number = "5",

}

TY - JOUR

T1 - Enhancing organizational sensemaking

T2 - An examination of the interactive effects of sales capabilities and marketing dashboards

AU - Krush, Michael T.

AU - Agnihotri, Raj

AU - Trainor, Kevin J

AU - Nowlin, Edward L.

PY - 2013/7

Y1 - 2013/7

N2 - Current marketing research highlights the direct effects of marketing resources on firm performance. Few studies, however, examine how such resources interact with one another and contribute to the strategic actions, such as sensemaking. In this study, we investigate how sales capabilities and performance monitoring via marketing dashboards influence a firm's sensemaking. The results from our study suggest that sales capability and the use of marketing dashboards not only contribute directly, but also have an interactive effect, highlighting the importance of integrating both sales and marketing operations. Further, we find evidence that sensemaking influences cost control and enhances customer relationship performance, suggesting that sensemaking has the potential to simultaneously impact both cost efficiency and growth.

AB - Current marketing research highlights the direct effects of marketing resources on firm performance. Few studies, however, examine how such resources interact with one another and contribute to the strategic actions, such as sensemaking. In this study, we investigate how sales capabilities and performance monitoring via marketing dashboards influence a firm's sensemaking. The results from our study suggest that sales capability and the use of marketing dashboards not only contribute directly, but also have an interactive effect, highlighting the importance of integrating both sales and marketing operations. Further, we find evidence that sensemaking influences cost control and enhances customer relationship performance, suggesting that sensemaking has the potential to simultaneously impact both cost efficiency and growth.

KW - Customer performance

KW - Marketing dashboards

KW - Marketing efficiency

KW - Sales capability

KW - Sensemaking

UR - http://www.scopus.com/inward/record.url?scp=84884159261&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84884159261&partnerID=8YFLogxK

U2 - 10.1016/j.indmarman.2013.02.017

DO - 10.1016/j.indmarman.2013.02.017

M3 - Article

AN - SCOPUS:84884159261

VL - 42

SP - 824

EP - 835

JO - Industrial Marketing Management

JF - Industrial Marketing Management

SN - 0019-8501

IS - 5

ER -