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Understanding the Factors that Influence B2b Tech Sales Effectiveness for SAAS Products

Author 1: Dr Jyoti Mishra Associate Professor

Affiliations: Dayananda Sagar Business School Post Graduate Diploma in Management (PGDM) Email ID: jyoti.mishra@dsbs.edu.in

Author 2: Abhay Sirish B R Affiliations: Dayananda Sagar Business School Post Graduate Diploma in Management (PGDM)

Email ID: abhaysirish1@gmail.com

Author 3: Vishwa Kariyappanavar Affiliations: Dayananda Sagar Business School Post Graduate Diploma in Management (PGDM)

Email ID: vishwakariyappanavar@gmail.com

ABSTRACT

Lead generation and conversion are vital for the success of Business-to-Business (B2B) organizations, yet many prospects fail to convert despite significant sales and marketing efforts. This study explores the factors influencing B2B lead conversion, focusing on organizational characteristics and engagement strategies. Key variables examined include industry type, company size, decision-maker involvement, and contact designation, along with reasons behind conversion and non-conversion.

Using chi-squared tests and percentage analysis, the research evaluates associations between variables and lead outcomes. Findings reveal that decision-maker involvement is the most significant factor in conversion, while industry type, company size, and contact designation have minimal impact. Prospect interest and active product search emerged as primary drivers, whereas budget limitations, procedural issues, and reluctance to adopt new products were key barriers.

The study offers practical insights for B2B sales teams, highlighting the need to prioritize decision-maker engagement and address financial and procedural obstacles to improve conversion efficiency.

Keywords: B2B lead generation, lead conversion factors, decision-maker engagement, sales effectiveness, conversion barriers.