A carregar...
Publicação
Impact of marketing and sales practices on business results in the technology industry - a quantitative model
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 9.5 MB | Adobe PDF |
Autores
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 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. This section of the field lab was conducted
as a group project.
The individual part of this work focuses on developing a quantitative
industry-specific model for the technology 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 an industry-specific adaptation 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 Technology Fi consulting