In this exploratory study of integrated marketing communications
(IMC), we bring together relational and transactional data, and sales
and marketing views, to investigate whether firms can enhance their
position in the market in terms of both marketing-oriented and
sales-based performance benchmarks. This article examines, in a
business-to-business services context, the relationships between
collecting various types of customer transaction and relational data,
customer data quality, and two types of business unit performance. The
first type of performance is a more traditional sales-oriented metric
of sales-oriented business growth, growth in sales, and net income. The
second type is a less traditional marketing-oriented metric, called
marketing-oriented customer performance, a summed measure of retention
rate, share of wallet, lifetime customer value, and return on
investment (ROI). An extensive review of different types of transaction
and relational data produced two different categories of transaction
and relationship information.