Publicação
Impact of marketing and sales practices on business results in the technology industry - an industry analysis
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Almeida, Filipe Simões de | |
| dc.contributor.author | Mahlerwein, Yannik | |
| dc.date.accessioned | 2024-09-18T10:02:46Z | |
| dc.date.embargo | 2027-12-16 | |
| dc.date.issued | 2023-01-23 | |
| dc.date.submitted | 2023-12-16 | |
| dc.description.abstract | Measuring and quantifying the success of marketing and sales practices can be a challenging endeavour. The FI Consulting scoring model attempts to achieve this. It was assessed by conducting structured interviews across the architecture, insurance, consumer goods and technology industry. The collected data enabled the development of a more precise model to measure the impact of marketing and sales practices on business results. This was achieved, firstly, by optimising the scoring model and maximizing the correlation between practices and financial KPIs. Secondly, the study reflected on the quality of the new model while interpreting its scores. This resulted in the establishment of a refined scoring model, which enabled the measurement of the impact. However, the impact on business results and relevance of KPI’s varies per industry. Rather than using an overarching model, to reflect on specific industry characteristics, it is recommended to measure the impact of marketing and sales practices on business results with industry-specific adaptations for the technology industry of the FI Consulting scoring model. | pt_PT |
| dc.identifier.tid | 203364678 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/171971 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | Quantifying marketing and sales practices | pt_PT |
| dc.subject | Statistical model | pt_PT |
| dc.subject | Sales and marketing practices impact on business results | pt_PT |
| dc.subject | Marketing | pt_PT |
| dc.subject | Sales | pt_PT |
| dc.subject | Technology | pt_PT |
| dc.subject | Fi consulting | pt_PT |
| dc.title | Impact of marketing and sales practices on business results in the technology industry - an industry analysis | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a master’s degree in Management and Business Analytics from the Nova School of Business and Economics. | pt_PT |