Search results for "business-to-business marketing"
showing 2 items of 2 documents
Toward a contextualized understanding of inside sales: the role of sales development in effective lead funnel management
2022
Purpose The purpose of this study is to provide a contextualized understanding of how business-to-business (B2B) firms use the sales development function for efficient and effective lead funnel management. Design/methodology/approach The authors adopted a qualitative field-study approach and interviewed 13 people from eight firms. While software as a service (SaaS) firms are the most prevalent application context for the sales development function, the authors also included respondents from non-SaaS firms to develop an in-depth understanding of the contextualized nature of the sales development process. Findings Sales development processes can be applied in outbound prospect-focused, outbo…
The use of digital analytics for measuring and optimizing digital marketing performance
2016
Demonstrating the monetary outcomes of marketing is no longer considered a virtue but a necessity by the top management. Marketers are increasingly held accountable for their actions, yet most marketers struggle in their attempts to measure marketing performance. The emergence of digital analytics tools (e.g., Web analytics) has raised optimism of improved measurability due to its ability to track customer behavior in the digital environment. However, research lacks a clear understanding of the opportunities and limitations of digital analytics, and what it takes from an organization to make the most of its usage. The dissertation advances the knowledge in this area by investigating how ind…