En fallstudie om intern kommunikation mellan marknads- och säljfunktion

Sammanfattning

The aim of this study is to analyse how digital tools and channels are used in the internal communication between marketing and sales functions within a technically complex organisation. Furthermore, the study aims to identify areas for improvement that can enhance work processes and support business development. The study was conducted as a qualitative case study and is based on semi-structured interviews, observations, and document analysis. The collected empirical data were analysed thematically and complemented with process mapping and relationship diagrams to clarify the current state, interdependencies, and underlying causes. The results show that communication primarily takes place through established digital tools and can be divided into an operational and a strategic communication flow. The study further indicates that, while communication generally functions, its effectiveness is limited by broken feedback loops, information not reaching the right stakeholders, a lack of structure, unclear roles and responsibilities, information overload, fragmentation, and misunderstandings. These challenges are mainly assessed as being related to how existing systems and work practices are used in practice, rather than to a lack of technical solutions. Based on the identified areas for improvement, several improvement initiatives have been developed and prioritised, with a focus on reducing person-dependent work practices and strengthening structures, processes, and system support. Overall, the study demonstrates that improved internal communication between marketing and sales functions requires a more standardised and cross-functional approach in order to create more predictable collaboration and thereby support long-term business development.