Lead Qualification Management in a CRM System
Permanent address of the item is
Leadien kvalifioinnin hallinta CRM-järjestelmässä
The purpose of this thesis work was to define guidelines based on which lead management could be best supported. The focus was on how systems and processes could support this work. To reach the objectives, both theoretical and empirical research was conducted. Theoretical research was a literature review related to sales lead management and information elements tied to sales leads. Knowledge and activity information that could be tied to leads were investigated. Empirical research included interviews and participant observation. Analysis was conducted inductively. As a result, the requirements and roles involved in lead management were solved, as well as what kinds of information is tied to leads and how their quality could be evaluated and improved. It was found that to best support sales’ lead management work, the CRM system should be configured to support collaboration between different stakeholders. Collaboration was seen as an important part of being able to manage leads through information. For better end-to-end process visibility, the existing web lead management system should be migrated onto the same platform as other CRM activities. The CRM system’s usability should also be developed to support collaboration. By utilizing tacit knowledge in qualifying leads, the process can be systemized and lead information standardized.