Almeida, Filipe Simões deCardoso, ElizabeteGarcia, Marcos Daniel Roche2024-09-262023-01-232023-01-23http://hdl.handle.net/10362/172451Measuring the success of marketing and sales practices is essential for businesses to make informed decisions and drive growth. To address the challenge of quantifying this success, FI Consulting developed a comprehensive scoring model based on a questionnaire. This model was tested across four different industries, including Consumer Goods, to assess its correlation with financial results. The results of the study provide valuable insights into the best practices for each industry and how they impact business outcomes. It is important to note that the impact and relevance of KPIs may vary from one industry to another, making it necessary to use industry-specific models to accurately measure the impact of marketing and sales practices. This study highlights the current challenges faced by the Consumer Goods industry, such as the impact of the Covid-19 pandemic and the importance of sustainability, innovation, and technology. By combining a robust scoring model with industry-specific insights, businesses can make data-driven decisions to drive growth and achieve success.engQuantifying marketing and sales practicesStatistical modelSales and marketing practices impact on business resultsMarketingSalesConsumer goodsFi consultingmaster thesis203316096