Mémoire-projet

Abstract

This master thesis aims to uncover ways to improve sales efficiency and interdepartmental collaboration through a lead management approach. To address this research problem thoroughly, we have divided this work into three major parts. First, we will review and analyze the available literature on lead management. This literature will cover various topics, such as lead management and its sub-processes. We will also analyze how lead management can influence both sales efficiency and sales and marketing alignment. Finally, we will review the available literature on reporting to assess and potentially adapt the process over time. Secondly, we will approach the subject from a practical point of view. To do so, we will have the help of EVS Broadcast Equipment, where we will conduct a qualitative study involving both sales and marketing personnel to understand how lead management can improve relationships and efficiency. Additionally, we will couple this qualitative study with a pre-post analysis to review the initial situation at the company, the progress made over two years, and the impact it has had on the company. Finally, both approaches will result in a list of recommendations to help the company's lead management processes become more efficient and aligned.