Keyword: «sales funnel»

The paper deals with the main aspects of modern information technology usage to manage the sales of complex products and services at corporate markets (B2B). An important factor in ensuring the effectiveness of complex sales is a high-quality seller-customer relationship management. At the present stage of corporate markets development, this problem must be solved with the help of CRM systems.

In today's economic environment, the main goal of marketing and sales is not to increase their metrics, but to respond to user requests as quickly as possible and set up close interaction with them. One of the marketing tools that allows you to achieve this is the sales funnel and the calculation of the conversion rate at each stage. The article considers a real case on the example of a Karelian company, demonstrating a situation where an increase in conversion as a result of an advertising campaign does not lead to a noticeable increase in revenue. It is concluded that it is important to interpret the conversion rate in each specific case, since the wrong context leads to erroneous strategic decisions.