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Effective lead management

  • In the last few years the global interest on lead management has increased. This classic topic for marketing and sales departments is aimed at converting potential customers into sales. The following thesis identifies the challenges and solutions for marketing and sales departments in order to process effective lead management. Using data from a literature review and qualitative empirical research, conducted with representatives of marketing and sales departments, the results showed overall and task specific challenges and solutions. The research indicates that overall challenges and solutions regarding the gap between marketing and sales, new processes and data management including data quality, software and silos emerge. In addition task specific challenges and solutions concerning lead generation including purchased leads, lead qualification, lead nurturing and sales specific challenges and solutions conclusively the focus on existing customers, time famine and lead routing were identified. This thesis provides a framework for further studies regarding the challenges and solutions for marketing and sales departments processing lead management.

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Metadaten
Author:Andreas Schüssling
DOI:https://doi.org/10.25924/opus-5185
Subtitle (English):Challenges and solutions for marketing and sales departments
Title Additional (German):Effektives Lead Management. Herausforderungen und Lösungsansätze für Marketing- und Vertriebsabteilungen
Advisor:Birgit Hagen
Document Type:Master's Thesis
Language:English
Year of publication:2023
Publishing Institution:FH Vorarlberg (Fachhochschule Vorarlberg)
Granting Institution:FH Vorarlberg (Fachhochschule Vorarlberg)
Release Date:2023/10/31
Tag:lead generation; lead management; lead nurturing; lead qualification; marketing
Number of pages:iii, 104
JEL-Classification:M Business Administration and Business Economics; Marketing; Accounting
Open Access?:ja
Course of Studies:Betriebswirtschaft: International Marketing & Sales
Licence (German):License LogoUrhG - The Austrian Copyright Act applies - Es gilt das österr. Urheberrechtsgesetz