Targeting improved Lead qualification process

Abstract

Lead Qualification is an established approach, but in many cases, it remains highly specific to organization process frameworks, tools, and methods used for serving customers. There is thus a growing need to address the needs and challenges with respect to the B2B industry. This thesis is a qualitative study with an overall aim to increase the understanding of challenges faced by organizations while adopting a lead qualification process. To reach the objectives, both theoretical and empirical research was conducted. The main aim of the thesis is to provide guidelines and recommendations for developing an improved lead qualification process to achieve a higher lead conversion rate. An improved lead qualification process should provide an easy and efficient way to engage and nurture leads and ultimately converting the leads into actual sales cases. This study identifies that the way forward for improved Lead qualification is to adopt new digital tools and processes to stimulate customer conversations and new relationships.