Developing The Marketing and Sales process by implementing the Business Funnel
Aretz, Frank (2016)
Satakunnan ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016121620848
https://urn.fi/URN:NBN:fi:amk-2016121620848
Tiivistelmä
The case company of this study had a problem acquiring new customers. There was no fine developed marketing and sales process available. As a consequence, it was impossible for the company to forecast their turnover. The company experienced big challenges in finding funding partners to realize the desired expansion, due to the fact that they could not give a substantiated forecast of the results.
The purpose of this study was to investigate how to develop the marketing and sales process by implementing the Business Funnel. Even though the author had in-depth knowledge of the model, this study concentrated on obtaining deeper insights. Opti-mization of the model required qualitative research. After setting the theoretical framework, studying the Business Funnel model consisted of document analysis. The outcome of this part of the study served as input for the design of a primarily Busi-ness Funnel. A panel discussion with three Business Funnel experts provided more information on the results of the model and means of managing it after implementa-tion. A semi-structured interview with one of the owners of the case company com-pleted the required information for the primary model. The final result of the study completed the model, including means of implementation and management.
The results of this study will benefit the case company, but may also provide useful insights for other companies.
The purpose of this study was to investigate how to develop the marketing and sales process by implementing the Business Funnel. Even though the author had in-depth knowledge of the model, this study concentrated on obtaining deeper insights. Opti-mization of the model required qualitative research. After setting the theoretical framework, studying the Business Funnel model consisted of document analysis. The outcome of this part of the study served as input for the design of a primarily Busi-ness Funnel. A panel discussion with three Business Funnel experts provided more information on the results of the model and means of managing it after implementa-tion. A semi-structured interview with one of the owners of the case company com-pleted the required information for the primary model. The final result of the study completed the model, including means of implementation and management.
The results of this study will benefit the case company, but may also provide useful insights for other companies.