Identifying and exploiting the synergies between customer marketing and sales : Implementation and evaluation of changes to the internal communication process

Abstract

This thesis will research team synergies and develop an internal communication process to increase two functions' cross-functionality. The thesis will develop a cross-functional meeting channel between the customer marketing and sales team to decrease the communication gap. This thesis will research synergy benefits, how cross-functional teams can be better managed, and what benefits combined functions may achieve. Overall, the thesis will research the importance and advantages of cross-functionality between sales and marketing teams. The research is in two parts, case study and survey- and interview-based research. The initial represents the starting phase, and the end represents the affection the cross-functional meetings will achieve.