A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
Toward a contextualized understanding of inside sales : the role of sales development in effective lead funnel management (2022)
Terho, H., Salonen, A., & Yrjänen, M. (2022). Toward a contextualized understanding of inside sales : the role of sales development in effective lead funnel management. Journal of Business and Industrial Marketing, 38(2), 337-352. https://doi.org/10.1108/jbim-12-2021-0596
JYU-tekijät tai -toimittajat
Julkaisun tiedot
Julkaisun kaikki tekijät tai toimittajat: Terho, Harri; Salonen, Anna; Yrjänen, Meri
Lehti tai sarja: Journal of Business and Industrial Marketing
ISSN: 0885-8624
eISSN: 2052-1189
Julkaisuvuosi: 2022
Ilmestymispäivä: 27.09.2022
Volyymi: 38
Lehden numero: 2
Artikkelin sivunumerot: 337-352
Kustantaja: Emerald
Julkaisumaa: Britannia
Julkaisun kieli: englanti
DOI: https://doi.org/10.1108/jbim-12-2021-0596
Julkaisun avoin saatavuus: Avoimesti saatavilla
Julkaisukanavan avoin saatavuus: Osittain avoin julkaisukanava
Julkaisu on rinnakkaistallennettu (JYX): https://jyx.jyu.fi/handle/123456789/83352
Tiivistelmä
The purpose of this study is to provide a contextualized understanding of how business-to-business (B2B) firms use the sales development function for efficient and effective lead funnel management.
Design/methodology/approach
The authors adopted a qualitative field-study approach and interviewed 13 people from eight firms. While software as a service (SaaS) firms are the most prevalent application context for the sales development function, the authors also included respondents from non-SaaS firms to develop an in-depth understanding of the contextualized nature of the sales development process.
Findings
Sales development processes can be applied in outbound prospect-focused, outbound account-based, inbound prospect-focused and inbound account-based lead management contexts. The sales development processes of lead research, engagement and handover vary depending on the nature of the lead management context. These processes are supported by the appropriate design of organizational, technological and people platforms.
Practical implications
The authors explain how sales development as a form of inside sales can support effective lead funnel management in B2B firms through technology-enabled lead research and nurture processes designed to prepare customers for meaningful conversations with field sales.
Originality/value
To the best of the authors’ knowledge, this study is the first to focus purely on the sales development function as a form of inside sales. They explain how the sales development processes relating to lead research, engagement and handover are conducted in four distinct application contexts to qualify leads for the outside salesforce.
YSO-asiasanat: myynti; yritysmyynti; markkinointi; asiakkuudenhallinta; SaaS-palvelut; kenttätutkimus
Vapaat asiasanat: inside sales; sales development; lead funnel management; sales technology; marketing–sales integration; business development; selling; business-to-business marketing; technological change; sales strategies
Liittyvät organisaatiot
OKM-raportointi: Kyllä
Raportointivuosi: 2022
JUFO-taso: 1
