영업파이프라인의 위계적 단계와 단계별 핵심 영업활동 요인에 관한 사례 연구: 식품산업의 세척제영업을 중심으로

The purpose of this study is to identify the effect of determining factors on operating performance in the hierarchical phase of the sales pipeline and the key activities of each phase. For research purposes, successful cases of business pipelines of domestic companies supplying cleaning solutions to the food industry were collected and analyzed through interviews. This study analyzed the key factors of the operating pipeline that led to a performance strategically and systematically, the business opportunities acquired by the enterprise through various customer contacts. The first phase of the sales pipeline's path to increase the success rate of operations is to prioritize areas with extensive organizational experience and competence, while the second phase is to select customers who are highly attractive in sales and accept value as target customers. Stage 3 is the process of identifying customer needs and problems by systematically analyzing the target customer's purchase motives, purchase procedures, and environmental factors. Next, Stage 4 is the process of selecting a performance-oriented approach, such as solution sales or Insight operations, in order to deliver business messages based on them effectively. The final five steps are sales activities that focus on the development of long-term collaborative relationships through trust-building with customers linked to transactions. This study confirmed through the case study that the sales pipeline is organized and implemented in five hierarchical stages. Also, the operating pipeline was defined as a business model and process, and the channels in which operating opportunities were converted into actual transactions were analyzed. This ensures that the sales pipeline is the right tool to manage the outcome of the sale and to predict future sales. This research is meant to suggest meaningful implications to managers and sales managers of an entity that is considering the introduction of a business strategy.