Optimizing the B2B Sales Process for the Commissioning Company

Abstract

This thesis investigates how an EU-based SME developing VR and AR medical software can increase conversions in its B2B sales process. The study uses a case study with an improvement focus. The current sales process was mapped into seven phases, and key practical improvements were suggested for the commissioning company. The suggested practical improvements were based on the following theory: 6 levers of sales growth by Hirst (2024), A/B testing by Medina, Altschuler, and Kosoglow (2019), Value-based selling by Viio (2011), Manage by sales objectives by Tracy (2015), and Customer analysis by Mathur (2008). The recommendations include an optimized contact form, a website chatbot, a 0-100 lead scoring model, value-based demos, commercial proposal templates focused on growth, a procurement readiness pack, a deployment playbook, and success check calls with existing customers. An implementation plan was created for the recommended improvements and KPIs set for measuring the success of the work.