Implementation and Exploitation of Data and Data Driven Decisions in B2B sales and marketing - A Case Study

Abstract

Despite the increasing reliance on data in decision making, firms have issues turning their organisations data driven. Even though data driven decision making have an increasing impact on marketing and sales practices in all industries, a greater focus is given to consumer centered firms. This paper investigates the implementation of data analytics and digital transformations in B2B sales and marketing from a managerial approach. Based on interviews from practitioners working in the field of IT, the findings indicate that implementing data analytics and data driven processes require resources that connects IT with the core business. If successful, implementation of data analytics can lead to improved business performance. Specifically for B2B marketing and sales this can result in improved customer relationships, more accurate and valuable leads and increased brand awareness.