In the context of customer communication, it is crucial not to view the use of direct marketing (DIMA) and field sales (VAD) in isolation, but rather to deploy these tools purposefully and in a coordinated manner. Despite the growing practical importance, there has been a lack of systematic scientific engagement with the topic of coordinated use of DIMA and VAD. Against this backdrop, Tobias Fredebeul-Krein follows an exploratory research approach and conducts 44 in-depth interviews with decision-makers from companies across various industries, reflecting experiences from different roles within the upper management hierarchy. Based on the exploratory analysis, the author identifies key determinants as well as potential success factors and success effects of a coordinated use of DIMA and VAD.