Current Research Bulletin

In contemporary marketing consulting, sales performance is increasingly determined by the quality of lead selection, the speed of interpreting behavioral signals, and the accuracy of adapting the commercial proposal to the client’s request. Under conditions of increasing competition, growing complexity of the B2B customer journey, and rising costs of errors at the initial contact stage, traditional approaches to sales funnel management prove insufficient, since lead qualification and proposal personalization most often function as separate managerial procedures. This creates a gap between the assessment of lead potential and the content of the offer, reducing the relevance of the proposal, complicating contact prioritization, and weakening the funnel’s conversion potential. The purpose of the study is to develop an algorithmic model that integrates lead qualification and proposal personalization into a unified logic of managing the marketing consulting sales funnel. The methodological basis of the study is a conceptual-analytical approach that synthesizes adaptive selling, lead scoring, the B2B customer journey, marketing automation, and predictive sales analytics. As a result, an integrated scoring model is proposed in which lead evaluation does not end with ranking but becomes the basis for the automated selection of the format, content, and depth of commercial offer personalization. The scientific novelty of the study lies in shifting from the isolated use of scoring as a prioritization tool to its interpretation as a mechanism for coordinating decisions throughout the entire sales funnel. The practical significance of the approach lies in its ability to increase offer relevance, optimize the allocation of managers’ efforts, reduce losses at intermediate funnel stages, and improve the overall effectiveness of consulting sales.

lead qualification; lead scoring; proposal personalization; sales funnel; marketing consulting; adaptive selling; predictive sales analytics.

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