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 Scopus citations

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 1 2013

Keywords

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

ASJC Scopus subject areas

  • Marketing

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