The impact of collaboration between marketing and sales on business performance in a deep tech start-up: case study

Ayoub, Dorra

http://hdl.handle.net/10400.26/47424

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Authors

Ayoub, Dorra

Advisor(s)

Pinto Borges, Ana

Abstract(s)

This report presents the findings of a qualitative, exploratory case study conducted during an internship at Emitu, a deep tech start-up, to investigate the impact of collaboration between marketing and sales on business performance, focusing on communication and senior management support. Drawing on relevant and updated literature, data was collected through observations and semi-structured interviews and analyzed using content analysis. The study reveals that effective communication positively affects collaboration, while senior management support is crucial for the success of the collaboration, leading to improved business performance. However, the study also noted that the meaning of business performance varies depending on the start-up's life cycle stage. Unexpectedly, the study found common personality traits among Emitu members. In conclusion, this study enhances our understanding of the relationship between marketing and sales collaboration, business performance, and the underlying factors influencing this relationship. It provides valuable insights for start-up management to guide their strategies and practices toward fostering collaboration, effective communication, and senior management support to achieve business success. The managerial implications of this study for start-up management are significant. The findings emphasize the need for top management to prioritize collaboration, communication, and senior support to ensure success. Specifically, the study's findings suggest that fostering an environment of collaboration and open communication is critical for start-up success, which can be achieved through the alignment of strategies and the effective use of technology.