A Method for Marketing and Sales Optimization of Enterprise Software Applications

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

2024

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.

Paper Citation

in Harvard Style

van Uitert D., Smit M., van den Brandt W. and Brinkkemper S. (2024). A Method for Marketing and Sales Optimization of Enterprise Software Applications. In Proceedings of the 26th International Conference on Enterprise Information Systems - Volume 2: ICEIS; ISBN 978-989-758-692-7, SciTePress, pages 185-195. DOI: 10.5220/0012634200003690

in Bibtex Style

@conference{iceis24,
author={Dana van Uitert and Marijn Smit and Wim van den Brandt and Sjaak Brinkkemper},
title={A Method for Marketing and Sales Optimization of Enterprise Software Applications},
booktitle={Proceedings of the 26th International Conference on Enterprise Information Systems - Volume 2: ICEIS},
year={2024},
pages={185-195},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012634200003690},
isbn={978-989-758-692-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 26th International Conference on Enterprise Information Systems - Volume 2: ICEIS
TI - A Method for Marketing and Sales Optimization of Enterprise Software Applications
SN - 978-989-758-692-7
AU - van Uitert D.
AU - Smit M.
AU - van den Brandt W.
AU - Brinkkemper S.
PY - 2024
SP - 185
EP - 195
DO - 10.5220/0012634200003690
PB - SciTePress