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UID:20250512T181340EDT-21199gu5cO@132.216.98.100
DTSTAMP:20250512T221340Z
DESCRIPTION:Olivier Rubel\n\nProfessor of Marketing\, Graduate School of Ma
 nagement\n	University of California\n\nMANAGING CONFLICTS BETWEEN MARKETING
  AND SALES: CUSTOMER ACQUISITION IN BUSINESS MARKETS\n\nDate: Friday\, Nov
 ember 22\, 2024\n	Time: 10:30 am-12:00 pm EST\n	Location: Bronfman building\
 , room 245\n\nAll are cordially invited to attend.\n\n\n	Abstract:\n\nIn bu
 siness markets\, marketing and sales functions often conflict over custome
 r acquisition. Marketers express frustration that sales representatives di
 sregard the leads they generate\, while sales representatives question the
  revenue potential of these leads. How should firms resolve such conflicts
 ? Should they integrate the two functions into one to avoid conflicts\; or
  can Marketing and Sales be separated and yet managed effectively? If so\,
  how should firms incentivize the two functions to maximize the value crea
 ted through the acquisition funnel? To address these questions\, we conduc
 t an analytical investigation using a dynamic principal-agent model. The p
 roposed model considers the sequential nature of acquisition funnels and i
 ncorporates information asymmetries regarding lead types. Our analysis pro
 vides three key new results. First\, we find that intuitive managerial rec
 ommendations such as compensating agents on “what matters” or on “what the
 y control\,” will misallocate risks between the two functions resulting in
  conflicts. Second\, we establish conditions under which the separation of
  the two functions can be achieved without any loss of efficiency when lea
 ds are homogeneous. Third\, in the case where leads are heterogeneous\, we
  discover that functional integration can be suboptimal despite the a prio
 ri benefits that could come with centralization.\n
DTSTART:20241122T153000Z
DTEND:20241122T170000Z
LOCATION:Room 245\, Bronfman Building\, CA\, QC\, Montreal\, H3A 1G5\, 1001
  rue Sherbrooke Ouest
SUMMARY:��ɫTVl Institute of Marketing (MIM) Seminar: Olivier Rubel
URL:/desautels/channels/event/mcgill-institute-marketi
 ng-mim-seminar-olivier-rubel-360661
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