Aligning B2B sales process with modern buyer behavior : Visy Oy
Kujala, Iiris (2026)
2026
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202602122802
https://urn.fi/URN:NBN:fi:amk-202602122802
Tiivistelmä
The objective of this thesis is to explore opportunities and best practices with the purpose of developing a strategically driven sales process that thrives to improve customer buying experience of the case company Visy Oy. Visy Oy is a Finnish technology company specializing in developing and selling its AI-based vision and OCR solutions for ports and terminals, as well as access control systems for heavy industrial environments.
The thesis explores best practices in modern B2B sales and marketing, emphasizing the shift from traditional sales funnel thinking toward a customer-centric buying journey perspective. The theoretical framework highlights key developments in contemporary B2B sales ecosystems, including consultative selling, digital buyer behavior, inbound marketing, sales enablement, and the growing importance of alignment between sales and marketing functions. Modern buyers increasingly conduct independent research online, which requires companies to engage prospects earlier through relevant content, transparency, and value-driven communication. Consequently, organizations must design sales processes that integrate cross-functional contributions across the full customer journey.
The empirical study is conducted as constructive qualitative research in two phases through expert interviews and questionnaires with sales-, marketing-, HubSpot-, and C-level management professionals. The findings highlight the need for clearer lead qualification, standardized sales practices, improved cross-functional collaboration, and stronger customer engagement in the critical stages of the pipeline.
Based on the theoretical and empirical insights, the thesis proposes a new integrated sales process model, Revenue Growth Stream, which provides Visy with a structured and scalable foundation for standardizing customer experience, strengthening revenue forecasting, and supporting long-term business growth.
The thesis explores best practices in modern B2B sales and marketing, emphasizing the shift from traditional sales funnel thinking toward a customer-centric buying journey perspective. The theoretical framework highlights key developments in contemporary B2B sales ecosystems, including consultative selling, digital buyer behavior, inbound marketing, sales enablement, and the growing importance of alignment between sales and marketing functions. Modern buyers increasingly conduct independent research online, which requires companies to engage prospects earlier through relevant content, transparency, and value-driven communication. Consequently, organizations must design sales processes that integrate cross-functional contributions across the full customer journey.
The empirical study is conducted as constructive qualitative research in two phases through expert interviews and questionnaires with sales-, marketing-, HubSpot-, and C-level management professionals. The findings highlight the need for clearer lead qualification, standardized sales practices, improved cross-functional collaboration, and stronger customer engagement in the critical stages of the pipeline.
Based on the theoretical and empirical insights, the thesis proposes a new integrated sales process model, Revenue Growth Stream, which provides Visy with a structured and scalable foundation for standardizing customer experience, strengthening revenue forecasting, and supporting long-term business growth.