Almeida, Filipe Simões deBeier, Sophie Sabine2024-09-252023-05-162022-12-16http://hdl.handle.net/10362/172365Measuring 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.engQuantifying marketing and sales practicesStatistical modelSales and marketing practices impact on business resultsMarketingSalesTechnologyFi consultingmaster thesis203515633