Mémoire-projet

Abstract

This thesis examines how Sales Enablement can serve as a lever to facilitate the conversion of a lead into a sales opportunity at EVS Broadcast Equipment, a global leader in live video technology solutions. The literature review establishes the theoretical foundations of sales enablement and lead management, drawing on concepts such as the sales lead black hole, cross-functional alignment, and the role of the SDR function as an organisational bridge between marketing and sales. It identifies the structural conditions that prevent lead conversion and positions sales enablement as the organisational capability best suited to address them. The empirical investigation combines quantitative CRM data with twelve semi-structured interviews across three functional profiles. Taken together, these findings suggest that lead management, at its best, is not a mechanical process but an organisational capability that requires shared language, clear ownership and sustained cross functional commitment. The EVS case offers a grounded account of what it takes to build that capability in practice, and of the structural conditions that determine whether commercial investment in lead generation ultimately translates into revenue-generating conversations.