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The impact of lead scoring on CRM and the sales process
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Este projeto visa investigar o impacto que a pontuação de chumbo tem no funil de vendas e como interage com o sistema CRM e as suas dimensões. Para atingir este objetivo, este estudo combina uma revisão de literatura com métodos qualitativos, tendo como exemplo o caso de estudo da empresa de RegTech, Apiax, que até ao presente estudo não apresentava nenhum modelo de pontuação de chumbo. A pesquisa qualitativa combina observação e entrevistas, dois tipos de instrumentos de investigação. Estas foram realizadas dentro da empresa e de cada equipa de trabalho. O estudo concluiu que a implementação de um sistema de pontuação de chumbo pode proporcionar vários benefícios para a empresa. Em particular, teria a capacidade de acelerar a classificação dos leads levando a uma melhoria significativa na qualidade dos mesmos, permitindo uma melhor priorização e distribuição de recursos no departamento rendimentos. Este melhoramento afetaria a fase inicial do funil de vendas mas também a última, relativamente aos clientes existentes na empresa, tendo a capacidade de controlar os seus interesses e identificar o optical timing para o up-selling ou cross-selling.
Apesar das vantagens da pontuação de chumbo, o estudo também tem a apontar algumas limitações, tais como a necessidade de otimização contínua do modelo de pontuação de chumbo e a necessidade de manter atualizado o sistema de CRM.
Concluindo, esta tese proporciona demonstrações do potencial da pontuação de chumbo para melhorar a eficiência do funil de vendas e analisar as suas relações com as dimensões do CRM. Além disso, destaca a necessidade da existência de mais investigação para o aperfeiçoamento dos modelos de classificação de chumbo em diferentes.
This project is aimed to investigate the impact that lead scoring has on the sales funnel and how it interacts with the CRM system and its dimensions. To achieve this objective, this work combines a literature review with qualitative research, precisely through the case study of Apiax, a RegTech company that did not have a lead scoring model prior to this study. The qualitative research in this study combines two research instruments, mainly observation and interviews conducted within the company and its team. The study found that implementing a lead scoring system can provide several benefits for the company. In particular, it would speed up the qualification of leads leading to a significant improvement in lead quality, enabling a better prioritization and allocation of resources for the revenue departments. This benefit would affect the initial phase of the sales funnel but also the last one, which concerns the company's existing customers, monitoring their interests and identifying the optimal timing for up-selling or cross-selling. Despite the advantages of lead scoring, the study points out some other limitations, such as the need for continuous optimization of the lead scoring model and the necessity to keep the CRM system up-to-date. Overall, this thesis provides evidence for the potential of lead scoring to enhance sales funnel efficiency and analyze its relations with the CRM dimensions. Moreover, it highlights the need for further research to refine lead scoring models in different business contexts.
This project is aimed to investigate the impact that lead scoring has on the sales funnel and how it interacts with the CRM system and its dimensions. To achieve this objective, this work combines a literature review with qualitative research, precisely through the case study of Apiax, a RegTech company that did not have a lead scoring model prior to this study. The qualitative research in this study combines two research instruments, mainly observation and interviews conducted within the company and its team. The study found that implementing a lead scoring system can provide several benefits for the company. In particular, it would speed up the qualification of leads leading to a significant improvement in lead quality, enabling a better prioritization and allocation of resources for the revenue departments. This benefit would affect the initial phase of the sales funnel but also the last one, which concerns the company's existing customers, monitoring their interests and identifying the optimal timing for up-selling or cross-selling. Despite the advantages of lead scoring, the study points out some other limitations, such as the need for continuous optimization of the lead scoring model and the necessity to keep the CRM system up-to-date. Overall, this thesis provides evidence for the potential of lead scoring to enhance sales funnel efficiency and analyze its relations with the CRM dimensions. Moreover, it highlights the need for further research to refine lead scoring models in different business contexts.
Descrição
Mestrado Bolonha em Management
Palavras-chave
Pontuação de chumbo Funil de vendas Gestão da Relação com o Cliente Lead Scoring Sales Funnel Customer Relationship Management
Contexto Educativo
Citação
Ceccatelli, Jacopo (2023). “The impact of lead scoring on CRM and the sales process”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão