The marketing sales finance triangle

Viac o knihe

This thesis addresses significant research gaps in the marketing-finance interface literature. While there has been extensive study on topics like marketing assets and metrics, the organizational dynamics between marketing and finance remain underexplored. Insight into how these units collaborate within organizations is limited. Dirk Weissbrich employs a qualitative research design, conducting 78 interviews with managers from marketing, sales, and finance across 42 companies to illuminate this organizational phenomenon. He makes three major contributions. First, Weissbrich introduces the marketing-sales-finance triangle, identifying eight finance-related key interaction fields and decision areas: (1) Plans & Budgets, (2) Reports & Analyses, (3) Cost Optimization, (4) Calculations & Investment Management, (5) Financial Accounting, (6) Debtor Management, (7) Compliance & Risk Management, and (8) Pricing. He details how these functions cooperate within each area. Second, he examines the value added by each function to these interaction fields, ultimately developing a broader understanding of their roles within the marketing-sales-finance triangle. This research provides a clearer picture of the collaborative processes that drive organizational success in these critical areas.