Aligning marketing and sales in multi-channel marketing: Compensation design for online lead generation and offline sales conversion

  title={Aligning marketing and sales in multi-channel marketing: Compensation design for online lead generation and offline sales conversion},
  author={Somnath Banerjee and Pradeep Bhardwaj},
  journal={Journal of Business Research},
Abstract Firms engaged in personal selling in business and retail markets tend to invest substantial portions of their marketing budgets on lead generation through marketing agents and conversion by sales reps. However, such an arrangement of marketing-sales interface has often been found to be inefficient due to the multi-channel attribution problem. We use analytical models to find optimal sales compensation designs to solve the multi-channel attribution problem. Findings suggest that… Expand
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