MARKETING AND SALES INTEGRATION AS A MANAGERIAL CAPABILITY IN B2B WOMEN’S FASHION WHOLESALE BUSINESSES

Abstract

This article aimed to analyze how the integration between marketing and sales can act as a managerial capability to enhance the competitiveness of B2B businesses in the women’s wholesale fashion sector. The study is based on the understanding that companies in this segment face challenges related to seasonality, dependence on resellers and retailers, the multiplicity of commercial channels, and the need to align communication, prospecting, sales, support, and after-sales activities. Methodologically, a qualitative approach was adopted, with an applied nature and exploratory-descriptive objectives, through a narrative literature review. The analysis considered contributions on the marketing-sales interface, integrated communication, interdepartmental governance, CRM, automation, data, omnichannel strategy, and B2B relationships. The main findings indicate that effective integration between marketing and sales depends on a collaborative culture, integrated information systems, shared indicators, and governance routines capable of reducing organizational silos. It was also found that practices such as CRM, lead qualification, shared dashboards, and omnichannel coordination can improve commercial predictability, sales funnel efficiency, and the experience of indirect channels. The study concludes that marketing-sales integration represents a strategic capability to professionalize management, strengthen relationships with B2B partners, and support the scalability of wholesale fashion companies.