The Mediating Role of CRM Capabilities in Marketing and Sales Collaboration: Evidence from B2B SMEs in Mexico

Purpose: This study examines the mediating effect of customer relationship management (CRM) capabilities in the context of business-to-business (B2B) small and medium-sized enterprises (SMEs), analyzing how marketing and sales collaboration influences CRM performance, sales performance, and firm performance. Methodology/approach: Data were collected through a structured survey of 217 B2B managers in Mexico. The responses were analyzed using SPSS and SmartPLS to evaluate the structural model and test the hypothesized relationships. Findings: The results indicate that CRM capabilities significantly mediate the relationship between marketing and sales collaboration and CRM performance. In turn, CRM performance has a strong positive effect on both sales performance and firm performance. Research limitations/implications: This study provides empirical evidence of CRM’s strategic importance in fostering interdepartmental collaboration in B2B contexts, particularly within SMEs in emerging markets. However, the generalizability of the findings may be limited to other regions or sectors beyond the sampled population. Practical implications: Managers in B2B firms can enhance sales effectiveness and firm performance by strengthening cross-functional collaboration between marketing and sales departments through strategic investments in CRM capabilities. Originality: This research advances the literature by framing CRM as a mediating organizational capability that supports strategic alignment and performance in B2B SMEs.