Strategic communication and sales collaboration: Examining how and to what extent communication excellence aligns with salesforce effectiveness

Abstract

Professional selling has a long history and is constantly evolving. Political, economic, social, technological, legal, and environmental factors contribute to a turbulent world in which public relations and sales must adapt, evolve and operate while contributing to the growth and success of the business. This development demonstrates that collaboration between strategic communications and sales can enhance a company's effectiveness. In this exploratory case study, critical features of the Excellence Theory, relationship theories, and mixed-motive communication were analyzed to investigate how and to what extent communication excellence is related to sales effectiveness. Based on in-depth interviews with 13 sales professionals, it becomes clear that when public relations functions at a level of excellence, it can lead to excellent sales performance. This case study can contribute to the pedagogy and practice of public relations and professional sales to positively influence operations and strategy within a company and improve organizational effectiveness due to strategic communication and sales collaboration.