A Method for Marketing and Sales Optimization of Enterprise Software Applications

Dana van Uitert, Marijn Smit, Wim van den Brandt, Sjaak Brinkkemper

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

Abstract

Marketing and Sales departments are closely related but there is also underperformance within this collaboration. Multiple strategies exist to improve collaboration or integration between the two. This paper focuses on the Discover Your Potentials method which uses a combination of different models to improve business performance in enterprise software companies. A qualitative case study approach was used to find out how successful the method is in designing marketing and sales potentials. The paper discusses how the method was executed at a company developing and selling accounting software extensions. Based on this study some preliminary findings and conclusions can be formulated.

Original languageEnglish
Title of host publicationProceedings of the 26th International Conference on Enterprise Information Systems, ICEIS 2024
EditorsJoaquim Filipe, Michal Smialek, Alexander Brodsky, Slimane Hammoudi
PublisherSciTePress - Science and Technology Publications, Lda
Pages185-195
Number of pages11
ISBN (Electronic)9789897586927
DOIs
Publication statusPublished - 2024
Event26th International Conference on Enterprise Information Systems, ICEIS 2024 - Angers, France
Duration: 28 Apr 202430 Apr 2024

Publication series

NameInternational Conference on Enterprise Information Systems, ICEIS - Proceedings
Volume2
ISSN (Electronic)2184-4992

Conference

Conference26th International Conference on Enterprise Information Systems, ICEIS 2024
Country/TerritoryFrance
CityAngers
Period28/04/2430/04/24

Keywords

  • Business Model Canvas
  • Business Strategies
  • Customer Journey Map
  • Discover Your Potentials
  • Enterprise Software
  • Marketing and Sales

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