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The impact of collaboration between marketing and sales on business performance in a deep tech start-up: case study
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| 1.53 MB | Adobe PDF |
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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.
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Start-ups, Collaboration, Marketing and Sales, Top Management, Communication, Business Performance