Almeida, Filipe Simões deCarvalho, Márcia Filipa Correia2024-09-102023-01-232022-12-12http://hdl.handle.net/10362/171442Measuring 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. 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.engQuantifying marketing and sales practicesStatistical modelSales and marketing practices impact on business resultsMarketingSalesArchitectureFi consultingmaster thesis203364651