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Impact of marketing and sales practices on business results: insurance industry - literature review and approaching the scoring model
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| 10.26 MB | Adobe PDF |
Orientador(es)
Resumo(s)
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 of the FI Consulting scoring
model.
Descrição
Palavras-chave
Quantifying marketing and sales practices Statistical model Sales and marketing practices impact on business results Marketing Sales Architecture Insurance Consumer goods Technology Fi consulting