The impact of lead scoring on CRM and sales process

This project is aimed to investigate the impact that lead scoring has on the sales funnel and how it interacts with the CRM system and its dimensions. To achieve this objective, this work combines a literature review with qualitative research, precisely through the case study of Apiax, a RegTech company that did not have a lead scoring model prior to this study. The qualitative research in this study combines two research instruments, mainly observation and interviews conducted within the company and its team. The study found that implementing a lead scoring system can provide several benefits for the company. In particular, it would speed up the qualification of leads leading to a significant improvement in lead quality, enabling a better prioritization and allocation of resources for the revenue departments. This benefit would affect the initial phase of the sales funnel but also the last one, which concerns the company's existing customers, monitoring their interests and identifying the optimal timing for up-selling or cross-selling. Despite the advantages of lead scoring, the study points out some other limitations, such as the need for continuous optimization of the lead scoring model and the necessity to keep the CRM system up-to-date. Overall, this thesis provides evidence for the potential of lead scoring to enhance sales funnel efficiency and analyze its relations with the CRM dimensions. Moreover, it highlights the need for further research to refine lead scoring models in different business contexts.