Organizing marketing and sales: mastering contemporary B2B challenges

The prerequisites for efficient and effective marketing and sales organising have changed.

Continued internationalisation and richer access to information means that both customer firms and suppliers cover greater geographical space and they have generally become more coordinated and sophisticated.

Increased competence and maturity among customer firms has changed how those firms relate to their suppliers.

Accordingly, there has been increased attention to how business relations can enhance value-creation.