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.
Author: | Andreas Schüssling |
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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): | UrhG - The Austrian Copyright Act applies - Es gilt das österr. Urheberrechtsgesetz |