Integrating marketing intelligence sources - Reconsidering the role of the salesforce

Research has identified that after 40 years of discussion the use of the salesforce as a source of market information is relatively widespread in business-to-business organisations, but that the majority of organisations do not always gather, store or disseminate this information effectively. The research highlights that the salesforce should be set clear objectives and incentives and, most importantly, be included in the dissemination of market intelligence for the organisation to gain maximum benefit. Unless sales personnel are able to understand how their information contributes to the organisation's activities and feel that their participation is valued, they will be unable to provide timely and pertinent information to the organisation. Further, the research suggests that organisations that do not effectively disseminate market information across functional boundaries may be ignoring a potential source of competitive advantage. This paper provides a review of the current situation, a literature review, a discussion of management implications and suggestions for further research.