Sales · Mixed methods: interviews with sales personnel plus CRM analysis of 4,000 leads. Multinomial logistic regression predicts win, lost, or canceled outcomes from relational complexity, internal sales-task complexity, and vendor cross-business-unit collaboration.
Complexity of sales situation and sales lead performance: An empirical study in business-to-business company
Industrial Marketing Management · 2016
Summary
Close customer collaboration increased the probability that a lead was canceled. The authors conclude that collaboration-focused selling may not increase hit rates in highly collaborative B2B environments.
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Possible founder application
Use this paper as evidence about complexity of sales situation and sales lead performance: an empirical study in business-to-business company in the stated context; compare its population, treatment and outcome with your own decision.
Reported result
What the study found
Close customer collaboration increased the probability that a lead was canceled. The authors conclude that collaboration-focused selling may not increase hit rates in highly collaborative B2B environments.
Research question
What the authors investigated
What does complexity of sales situation and sales lead performance: an empirical study in business-to-business company show about customer behavior or marketing outcomes?
Design
Mixed methods: interviews with sales personnel plus CRM analysis of 4,000 leads. Multinomial logistic regression predicts win, lost, or canceled outcomes from relational complexity, internal sales-task complexity, and vendor cross-business-unit collaboration.
Sample and setting
A large global IT solution provider selling integrated solutions; 4,000 CRM sales leads classified as win, lost, or canceled.
Scope and transfer
Limitations to keep in view
The accessible publisher abstract identifies the single-company CRM/interview setting but does not provide a full limitations section; no additional limitations are asserted here. Full-text methods and correction history were not independently checked.
Research sources
Candidate study metadata and reported evidence were cross-checked against a direct publisher-page retrieval; the full article was not independently reviewed.