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Information × Registration Number 2123U011204, Article popup.category Препринт Title LeadBoard 2.0 for DataArt: Applying product management approach to Sales Automation and CRM development (AI translated) popup.author Мамаєва АннаMamaieva Anna popup.publication 01-01-2023 popup.source_user Український католицький університет popup.source https://hdl.handle.net/20.500.14570/4248 popup.publisher Description Organizations are continually looking for ways to differentiate themselves from their competitors in a continuously and increasingly harsher competitive environment. Consequently, the sales force needs better, faster and uniform information about its customers and any relevant developments that occur. CRM, being, in particular, a part of sales force automation (SFA) systems are focusing on improvement of the productivity of the sales force, by automating parts of the company sales process, mapping and visualizing these processes, guiding sales force and making them more efficient. Currently, as DataArt is facing challenges in increasing win rates, focusing on higher deal size, SFA and CRM become a crucial part of the company. I fully understand that there is no direct link between the increase of the sales rates and CRM efficiency, but at the same time, negative effects are too evident not to be recognized. The objective of this study is twofold: to show the impact of product development practices to sales automation and CRM development, and to emphasize the impact of Sales Operations as a discipline to DataArt sales processes and pipeline management. I hope this study also will contribute to providing a better understanding of the role of Sales Operations (S&Op) as a determinant of sales performance and enablement. I decided to focus on the Lead management in the first place not only because of the criticality of the higher part of the sales pipeline to general sales forecast, but because at the middle of 2018 DataArt haven’t established company-wide lead management approach, thus creating a critical gap, that I as Sales Operations Executive, had to eliminate first. popup.nrat_date 2025-11-05 Close