Mémoire-projet

Abstract

This thesis examines the challenges related to lead generation and qualification within Interfone, a Belgian telecommunications operator specialized in B2B solutions for businesses. In a context marked by digital transformation, increasing competition, and evolving buying behaviors, the company faces difficulties in generating qualified commercial opportunities in a regular and structured way. Although Interfone benefits from a comprehensive service offering and positive customer relationships, its lead management practices remain insufficiently organized. The objective of this research is to identify the factors influencing the effectiveness of lead generation and qualification in a B2B SME and to determine how Interfone can optimize its commercial acquisition processes. One research question guided this work: how can a B2B SME in the telecommunications sector optimize its lead generation and qualification practices in order to improve the conversion of prospects into customers? To answer this question, a qualitative methodology was adopted. A literature review focusing on lead generation, qualification, CRM, segmentation, positioning, and relationship marketing was combined with an empirical study conducted within Interfone. Fifteen semi-structured interviews were carried out with internal stakeholders, external experts, clients, and prospects. These insights were complemented by several strategic marketing analyses aimed at evaluating the company’s positioning and acquisition processes. The findings show that the quality and relevance of leads are more important than the volume generated. The study also highlights the importance of understanding customer needs, building trust, and maintaining strong human relationships throughout the sales process. However, the analysis reveals several weaknesses regarding CRM usage, lead qualification practices, commercial follow-up, and coordination between marketing and sales activities. Based on these findings, several recommendations were formulated, including clarifying the company’s positioning, formalizing lead qualification processes, improving CRM exploitation, and strengthening alignment between marketing and sales. This thesis demonstrates that improving lead management within a B2B SME primarily relies on stronger strategic and organizational structuring rather than on the implementation of complex technological solutions.