Optimizing sales efficiency to maximize profitability in an engineering consulting firm : a case study of Radientum
Daniel, Tao Idriss Fabien (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025091724778
https://urn.fi/URN:NBN:fi:amk-2025091724778
Tiivistelmä
This thesis explores how sales efficiency can be optimized to maximize profitability in engineering consulting, using Radientum, a Finnish antenna design consultancy, as a case study. Unlike product sales, consulting sales face ambiguous entry points, unpredictable cycles, and challenges in communicating value. Based on qualitative methods, including interviews, CRM data, and process observation, the study identifies inefficiencies such as unclear role division, fragmented lead generation, and inconsistent proposal practices.
To address these issues, a five-phase sales framework is developed, covering lead generation, case qualification, proposal creation, project execution, and structured closure. The framework clarifies ownership of client relationships, introduces tiered customer engagement, and embeds systematic feedback and resell opportunities.
Findings highlight how SMEs in B2B engineering consulting can improve profitability through scalable lead generation, consultative selling, and proactive post-sales engagement. While limited to a single case, the study offers both practical tools for Radientum and broader insights for consulting SMEs.
To address these issues, a five-phase sales framework is developed, covering lead generation, case qualification, proposal creation, project execution, and structured closure. The framework clarifies ownership of client relationships, introduces tiered customer engagement, and embeds systematic feedback and resell opportunities.
Findings highlight how SMEs in B2B engineering consulting can improve profitability through scalable lead generation, consultative selling, and proactive post-sales engagement. While limited to a single case, the study offers both practical tools for Radientum and broader insights for consulting SMEs.