Castro, JoãoDiaz, Paula Andrea Rueda2023-06-092022-09-202022-08-26http://hdl.handle.net/10362/153719In a changing sales context, customer engagement and value generation are becoming a priority. With research on different tools and methods, there is a gap in how communication skills can be best used to maximize results. Applied in the SaaS industry, the work project aims at generating a framework as a guide on how and when to apply different communication strategies to improve value perception and engagement in business development.engSalesBusiness developmentCommunication skillsPre-sales supportCEMS MIMmaster thesis203232011