Mémoire-projet

Abstract

This master’s thesis explores how EVS Broadcast Equipment can improve its North American B2B sales process by comparing it to the more developed European model. Although EVS offers the exact solutions worldwide, it faces slower prospect progression, longer sales cycles, and less predictable engagement in North America, raising questions about whether a funnel designed for Europe is suitable. The study adopts a qualitative methodology, combining a literature review with 16 semi-structured interviews with sales representatives, internal stakeholders, and clients. It examines the customer journey, sales funnel frameworks, optimization strategies, and cultural differences between North America and Europe. The findings highlight significant differences in customer behavior and funnel processes. North American clients tend to become engaged later in the buying cycle and benefit from a regulatory environment that supports more assertive lead nurturing. Key challenges include procurement issues in the public sector, irregular follow-ups, misaligned sales and marketing efforts, and discrepancies between sales messaging and client expectations. The thesis advises better integration of touchpoints, enhances post-purchase engagement, and customizes personalization for specific sectors. For North America, it emphasizes the need to strengthen inbound marketing, improve sales–marketing collaboration, expand the Role of Sales Development Representatives, and adapt strategies to RFP-driven procurement. Although limited by sample size and regional diversity, the research offers practical guidance for EVS and advances understanding of cultural impacts on B2B customer journey management. It concludes that funnel optimization is an ongoing process that requires continuous revision based on client feedback.