Abstract
Firms understand and organize their salesmarketing interfaces differently. Relatedly, the marketing literature understands this relationship in several ways. For this reason, we conducted a qualitative study involving more than 100 managers, who either perform sales or marketing in US, Dutch, and Slovenian B2B firms. Specifically, we identified four distinct interface configurations and highlighted what relative advantages or disadvantages firms exhibit in terms of interface dynamics or firm's strategic outcomes as related to their configurations. The comparison highlights that firms may choose a specific configuration that best matches their characteristics and business environment.