Harrison, AndrewSantos, Margarida2025-08-012025-08-012025-01-312024-12-16http://hdl.handle.net/10362/185876The primary goal of this thesis is to help improve Aon’s positioning and customer acquisition within Portugal’s middle market. The following study critically evaluates Aon’s current definition of the “middle market” and identifies the frictions restraining their success in the segment. By integrating insights from primary and secondary research, the thesis proposes a marketing and sales strategy according to the middle market’s needs. The marketing strategy offers insights into a revised segmentation, targeting and positioning, ensuring alignment with the client needs. My individual part focuses on the sales strategy which encompasses a structured framework, including a sales funnel, and practical recommendations on preferable sales methods, to help Aon achieve its financial goals.engMarketing strategyB2B marketingMiddle marketSales strategySales funnelPositioningBrand equityAon Portugalmaster thesis203959841