Identifying new potential customers and developing opportunities until converted to sales is a critical function of a sales organization. In most industrial business contexts, opportunities are monitored within a sales pipeline or funnel, to track the status and progress from the initial stage until the sale is completed, often using sales force automation tools, such as customer relationship management (CRM) systems to manage the process. While much is written about the adoption, usage, and failures of CRM, little empirical research exists to fully examine the levers to improve the conversion performance of sales leads, particularly in a business-to-business (B2B) industrial context. The research based view (RBV) of the firm suggests that competitive advantage is gained from a company’s distinct resources, and that in technology and other fast-paced markets, success is further determined by fast adaptation, in what is know as dynamic capability theory. This research examined certain key sales capabilities, within the high technology industrial B2B sector, to understand the impact of sales effort, sales ability and lead source, on sales lead conversion yield and cycle time. By studying the extensive CRM data base of a large semiconductor company, along with various human resource records, a quantitative study was performed to address this research, while providing useful value to sales managers seeking to improve the lead conversion performance of their organizations. Sales effort, as measured by number of sales calls made per week, and percent of time spent on selling activities was shown to modestly accelerate sales cycle times, but have no effect on the percentage of opportunities that result in wins. Sales ability, measured by annual performance ratings, prior year quota attainment and years of experience showed no effect on cycle time, nor win percentage. The most notable contribution of this research is the illumination of sales effort effects on cycle time, as previous studies of sales cycle time influences have been inconclusive. Against the backdrop of a general lengthening of industrial sales cycle times, understanding that salesperson effort can reduce the time that it takes to win an opportunity can drive meaningful improvements in salesforce efficiency and productivity.

El texto completo de este trabajo no está disponible en el Repositorio Académico UPC por restricciones de la casa editorial donde ha sido publicado. / It has been found that the main causes of insufficient sales of different small and medium-sized enterprises (SMEs) is the low conversion rate of quotes into sales, which entails poor business performance and low economic impact. Therefore, a marketing methodology called inbound marketing is planned, which is modified and adapted to the case study. In contrast, tools such as ABC classification, workflow, and inbound marketing have been used as a structure of the proposed methodology to solve the problem. The implementation of this methodology resulted in an increased efficiency of quote development and an enhanced performance ratio thereof. In conclusion, it is possible to measure the financial impact of the methodology implementation which has been beneficial for the company under study. Business performance in the last month of implementation improved by 10%.

I takt med att digitala medier har utvecklats under de senaste åren har köpresan för-ändrats till att kunder idag i ett mycket senare skede släpper in leverantörer i dialogen. Marketing Automation adresserar den problembilden och har växt fram som en brygga mellan sälj- och marknadsprocessen. Systemet ger möjlighet att effektivt och automatiserat utveckla leads (potentiell kund). Syftet med denna studie är att undersöka hur Marketing Automation påverkar sälj- och marknadsprocesserna. Vilka förutsättningar krävs för en implementation? Ökar lönsamheten? Vi har därför valt att i det teoretiska ramverket beskriva Marketing Automation och bland annat undersöka om ett införande av Marketing Automation medför att sälj- och marknadsorganisationerna slås samman till en organisatorisk enhet. I studien har vi dessutom kartlagt och beskrivit den moderna köpresan och det som ibland kallas intäktsorganisationen. Vi har funnit att Marketing Automation är relativt outforskat i en svensk kontext. För att utröna om teorin, som i stor utsträckning bygger på internationell litteratur och internationella undersökningar, går att överföra till en svensk kontext har vi valt att genomföra en kvalitativ studie i form av en fallstudie av leverantörer av produkter och tjänster inom området samt företag, med den gemensamma nämnaren att de re-presenterar ett kunskapsintensivt erbjudande och har implementerat lösningar för Marketing Automation. I vår analys finns en samsyn mellan leverantörer och kunder i förutsättningar för ett införande, men vi kan även se hur resultaten divergerar och pekar på implikationer, inte minst avseende måluppfyllnad och samverkan mellan sälj- och marknadsorgani-sationerna. Vår slutsats visar bland annat att Marketing Automation kan leda till uppfyllnad av mjuka värden i företaget men har inte bevisats leda till ökad lönsamhet per automatik. Vi ser lönsamhet och Return on Investment (ROI) som ett område som bör utforskas vidare. / Parallel to the evolution of digital media in recent years, the buyer’s journey has changed. B2B-customers today let suppliers in at the end of the process rather than from the beginning. Marketing Automation addresses that problem and has emerged as a bridge between the sales and marketing processes as it support efficient and au-tomated lead development. The purpose of this study is to examine how marketing automation affects the sales and marketing processes. What conditions are needed for an implementation? Will it increase profitability? We have therefore chosen to describe Marketing Automation, and in particular con-sider whether the introduction of marketing automation means that sales and market-ing organizations merges into one organizational unit? In the study, we have identi-fied and described the modern buyer’s journey and what sometimes is called the rev-enue department. We have found that Marketing Automation is relatively unexplored in a Swedish con-text. To explore if the theory, which is largely based on international literature and research, can be transferred to a Swedish context, we have chosen to conduct a quali-tative study and case study of suppliers of products and services in the area as well as companies, representing a knowledge based offering, which has implemented solu-tions for marketing automation. In our analysis, there is a general consensus between suppliers and customers of the conditions for implementation, but we can also see how the results diverge, not least regarding aspects such as increase of revenue, ROI and collaboration between sales and marketing organizations. Our conclusion shows that marketing automation can lead to fulfillment of the core values of the company but has not been proven to lead to increased profitability au-tomatically. We see profitability and ROI as potential areas of further exploration.

Rapid digital transformation, accelerated by covid-19 and a younger, more digital workforce, has changed the B2B sales environment affecting customer behavior, business practices and technologies. To adapt to this change B2B companies need to create new endeavors that connect marketing and sales activities, and identify how these can be efficiently enhanced by technology and digital tools. There is a need to identify effective tactics in different phases of the marketing and sales process. Consequently, more academic research is needed to investigate critical issues that technology may have in the B2B buying process. This paper thereby aims to establish a framework for B2B companies on how to optimize the customer journey by supporting the sales process with digital inbound marketing. This is examined by looking at how B2B companies can optimize the sales process by targeting customers’ needs with relevant actions throughout the customer journey with the help of technology and digital means. The results of this exploratory single case study demonstrates that the customer journey is complex with several touchpoints, and to create optimized processes, the customer journey must be adapted to each specific customer segment. Further, the study also contributes to the literature by demonstrating the importance of the marketing and sales departments being integrated and working together to create efficient processes. The presented framework for a customer journey can be used by managers to visualize the sales process, and identify at what stages the process can be made more efficient by digital means.

En la actualidad las empresas pymes distribuidoras presentan algunos inconvenientes en el mercado, porque no pueden competir con éxito algunos factores como sus precios, logística o calidad de los productos, entre otras características con las empresas. Asimismo, estas empresas les falta enfocarse en los procesos pre o post el pedido de compra del cliente. Antes de cumplir 2 años activos en el mercado peruano, el 82.5 % de las empresas pymes se disuelven. La empresa en la que se enfoca este trabajo se llama es especializada en la distribución de herramientas manuales, eléctricas y neumáticas, la cual fue analizada para identificar los problemas principales y las posibles causas. En la lectura y análisis de los artículos científicos encontrado, se plantea una metodología de mercadotecnia llamada Inbound Marketing, en la cual se modificado y adecua para el caso de estudio del presente trabajo.  Por otro lado, se ha utilizado herramientas como clasificación ABC, flujo de trabajo y metodología de Inbound Marketing como estructura de la metodología propuesta para poder solucionar el problema de ventas insuficiente. Se ha analizado que las causas principales de esta problemática de diferentes pymes es el bajo índice de conversión de cotizaciones a ventas, lo cual genera el poco rendimiento e impacto económico negativo. Al finalizar la implementación de esta metodología, se refleja un incremento en el porcentaje de eficiencia del desarrollo de cotizaciones y un aumento en el índice de rendimiento de estos. En conclusión, se puede medir el impacto monetario de la implementación que ha sido beneficioso para la empresa en estudio, el rendimiento que se obtuvo en el último mes de implementación fue el aumento en un 10 %. Por ello, se recomienda realizar esta propuesta para adaptarla a situación actual de cualquier pyme. / Currently, SMB distribution companies have some drawbacks in the market because some factors such as their prices, logistics or product quality, among other characteristics with companies, cannot compete successfully. These companies also need to focus on the pre or post processes of the customer's purchase order. 82.5% of SME companies disappear before two years of market existence. The company is a specialized in the distribution of manual, electrical and pneumatic tools, which was analyzed to identify the main problems and possible causes. In the reading and analysis of the scientific articles found, a marketing methodology called Inbound Marketing is proposed, in which it is modified and adapted for the case of study of this work.  On the other hand, tools such as ABC classification, workflow and Inbound Marketing methodology have been used as the structure of the proposed methodology to be able to solve the insufficient sales problem. It has been analyzed that the main causes of this problem of different SMEs is the low rate of conversion of quotes to sales, which generates the low yield and negative economic impact. At the end of the implementation of this methodology, an increase in the percentage of efficiency of the development of quotes and an increase in the rate of return of quotes is reflected. In conclusion, you can measure the monetary impact of the implementation that has been beneficial to the company under study, the performance obtained in the last month of implementation was the increase by 10%. It is therefore recommended that this proposal be made to adapt it to the current situation of any SME. / Tesis

В диссертации изучаются структурно-содержательные, визуально-функциональные и рекламно-маркетинговые составляющие посадочных страниц. На основе анализа и систематизации информации о посадочных страницах автор разработал посадочную страницу книжного издания. Новизна ВКР заключается в определении критериев создания максимально конверсионной посадочной страницы и формулировке рекомендаций по методике разработки посадочных страниц для продвижения в сети Интернет издательской продукции. Работа состоит из двух частей, содержит 83 страницы, 3 таблицы, 31 рисунок. В списке литературы содержится 50 библиографических единиц и 12 электронных источников. / The master's thesis studies structurally-meaningful, visual-functional and advertising-marketing components of landing pages. On the basis of the analysis and systematization of information about the landing pages, the author developed the landing page of the book publication. The novelty of the master's thesis lies in determining the criteria for creating the most conversion landing page and formulating recommendations on the methodology for developing landing pages for promoting publishing products on the Internet. The work consists of two parts, contains 83 pages, 3 tables, 31 images. The bibliography contains 50 bibliographic units and 12 electronic sources.