Background: Today, service industries play a fundamental and important role in the economic development of countries, and in the meantime, the importance of the insurance industry is not hidden from anyone by playing the role of supporting and supporting other industries, and it is one of the symbols of the development of countries.Objective: This study was conducted with the aim of providing an efficient and practical model in line with the coordination of sales and marketing in the insurance industry. Methodology: In terms of research method, this study is a qualitative research with interview tool. The statistical community was formed by prominent academic experts and experienced managers with related scientific background in the insurance industry, and sampling was done theoretically. The implementation of the current research was based on grounded theory, including research design, data collection, and data coding. Validation, practical implementation test and final adjustments in the initial framework have been done by the research team. Findings: The realization of the goals of the sales and marketing coordination framework under the influence of the identified categories with the highest percentage of frequency and importance in the causal conditions of the implementation of the risk management dashboard, in the main phenomenon of the will and commitment of the board of directors in pursuing organizational planning consisting of (risk) departments, marketing, technical and sales field), in the mechanisms of creating a comprehensive platform for insurance services and presenting periodic performance evaluation reports of the organization, in intermediate conditions of competitive conditions, in the background conditions of conflict of interests and the consequences of cooperative managemen. Conclusion: Knowing the prerequisites and providing suitable solutions for the coordination between sales and marketing will significantly help the understanding and constructive interaction of managers in insurance companies.