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Title: Organizational implications of shifting towards a result driven marketing strategy : implementing a 'Lead to Revenue Management System' in an IT company
Author: Hoscanoglu, G.
ISNI:       0000 0004 7657 9872
Awarding Body: University of Liverpool
Current Institution: University of Liverpool
Date of Award: 2017
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The goal of the research presented in this thesis was to identify necessary changes to facilitate the implementation of Lead to Revenue Management (L2RM), from a process, people, systems and organization perspective, in the researched organization, a multinational software company in the business to business (B2B) market. The thesis identifies success factors for implementation of L2RM in the organization by revealing problem areas and finding approaches to addressing the revealed problems. The research questions are "What are the success factors in terms of processes, people, systems and organization for implementing L2RM in the organization?" and "How can these factors be managed for successful implementation of a L2RM framework in the organization?" In order to find answers to the research questions, action research methodology was applied, with semi-structured interviews, learning set meetings and a research journal as data collection methods. Using a conceptual framework consisting of four building blocks, processes, people, systems and organization, this research identified several issues within each building block and found approaches to resolve them. A large array of success factors involved in the implementation of L2RM can be grouped into the four building blocks. In order to manage these success factors, the following action items were identified through the research: creating an end to end process map; informing stakeholders about L2RM; executing new L2RM processes; implementing marketing automation tool; providing open communication for all stakeholders; applying a participative selection process for marketing automation tools; training the employees about analytical and inbound marketing skills; hosting marketing and sales alignment meetings; creating KPIs overarching marketing and sales departments; and implementing a result driven mindset. The thesis reports on how these factors were identified, what actions were taken to address them, how the organization has responded to the study, and the implications for the organization and the researcher.
Supervisor: Klobas, J. Sponsor: Not available
Qualification Name: Thesis (D.B.A.) Qualification Level: Doctoral