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Impact of marketing and sales practices on business results: architecture industry - literature review and approaching the scoring model
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 34.09 MB | Adobe PDF |
Orientador(es)
Resumo(s)
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 research and results
for the architecture industry will be presented in detail. 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 Fi consulting