How Marketing Aids in the Scaling of a Business
Blommendahl, Stefan (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019060314277
https://urn.fi/URN:NBN:fi:amk-2019060314277
Tiivistelmä
The purpose of this thesis was to get a deeper understanding of the marketing and sales processes currently in use in the Visualizer Group and identify possible areas of improvement in marketing, that can help scalability. Visualizer is a cloud-based interactive presentation tool, that aims to substitute PDF and PowerPoint presentations in the Hospitality industry.
The methodology consists of qualitative research and interviews with the CEO and the International Sales Director of the company. The theoretical part includes key marketing and sales concepts and frameworks.
The conducted interviews provided the author an overview of the main challenges for the company, the marketing and sales processes currently in use, and the specific characteristics of the hospitality industry such as decision-making processes, the adoption of new technology and preferred ways of interaction between venues and their customers.
After evaluating carefully, the marketing and sales processes of Visualizer Group it is recommended that the high acquisition costs need to be reduced and development and improvements to the marketing funnel are needed. The lead qualification process will need to be clarified and communicated better within the company. A possible online sales process for Visualizer products that require minimum interaction of personal sales, can boost the scalability further.
The methodology consists of qualitative research and interviews with the CEO and the International Sales Director of the company. The theoretical part includes key marketing and sales concepts and frameworks.
The conducted interviews provided the author an overview of the main challenges for the company, the marketing and sales processes currently in use, and the specific characteristics of the hospitality industry such as decision-making processes, the adoption of new technology and preferred ways of interaction between venues and their customers.
After evaluating carefully, the marketing and sales processes of Visualizer Group it is recommended that the high acquisition costs need to be reduced and development and improvements to the marketing funnel are needed. The lead qualification process will need to be clarified and communicated better within the company. A possible online sales process for Visualizer products that require minimum interaction of personal sales, can boost the scalability further.