The Impact of Aligned Rewards and Senior Manager Attitudes onConflict and Collaboration between Sales and Marketing in JahanBehbood Pharmaceutical Co.

ABSTRACT: This research surveys collaboration between sales and marketing in JahanBehbood Pharmaceutical company in Iran and survey to discover how sales and marketing personnel are rewarded and if alignment of rewards can improve collaboration between sales and marketing and reduce inter-functional conflict. In addition, it examined the role of senior managers’ support for coordination on sales and marketing collaboration. The result reveals that aligned rewards and senior managers’ support for coordination can increase sales and marketing collaboration and also can decrease inter-functional conflict. This is important because inter-functional conflict has a strong negative impact on collaboration between sales and marketing in business to business firm. The sales and marketing interface has a direct and significant impact on customer and the revenue – earning potential of firms.