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Paper Title
THE ROLE OF CRM AND LEAD GENERATION TOOLS IN DRIVING SALES GROWTH IN B2B SAAS COMPANIES
Authors
Tara BB , Jayashree K
Keywords
Customer Relationship Management (CRM), Lead Generation Tools, SaaS, Sales Growth, Digital Sales Ecosystems
Abstract
This study examines the impact of CRM systems and lead generation tools on sales growth within B2B SaaS companies. The study provided insight into their individual impact, their collective impact, and the role of analytics as a mediating factor between lead generation and sales. This study utilized a mixed-methods research design, combining both quantitative survey data collected from 163 SaaS sales and marketing professionals and qualitative data obtained through interviews with 15 sales managers. The quantitative data was analyzed with regression and SEM, while qualitative data offered context to the quantitative findings. Our findings indicated that using a CRM system resulted in an increase in customer lifetime value (LTV), lower churn, and higher acquisition renewal rates. The adoption of sophisticated lead generation tools led to improvements in lead qualification, pipeline velocity, and conversion efficiency, which has the potential to decrease customer acquisition costs. The collective use of CRM systems alongside lead generation tool had a stronger impact on higher ARR, higher NRR, and lower lead leakage than using either tool in isolation. Whereas more interestingly, CRM-enabled analytics mediated the relationship between lead generation and sales outcomes, positively impacting conversion rates and renewal rates while improving the ability to predict churn. Insights from the qualitative findings uncovered wider ranging implications for challenges associated with integration, industry-specific adoption patterns, and the shift to a data-driven decision culture. This research advanced existing literature by measuring the synergy of CRM and lead generation tools within the SaaS subscription model. By providing empirical benchmarks of performance gains, this research also closes the gap between the theoretical claim and actual production. The findings provide both practicality for managers wanting to strategize a selling process as well as academic literature to the body of knowledge in digital sales ecosystems.
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IJRTI — journal style
"THE ROLE OF CRM AND LEAD GENERATION TOOLS IN DRIVING SALES GROWTH IN B2B SAAS COMPANIES", IJRTI - International Journal for Research Trends and Innovation (www.ijrti.org), ISSN:2456-3315, Vol.10, Issue 12, page no.b559-b576, December-2025, Available :https://ijrti.org/papers/IJRTI2512164.pdf
APA — 7th edition
BB, T., & K, J. (2025). THE ROLE OF CRM AND LEAD GENERATION TOOLS IN DRIVING SALES GROWTH IN B2B SAAS COMPANIES. International Journal for Research Trends and Innovation, 10(12), b559-b576. https://ijrti.org/viewpaperforall.php?paper=IJRTI2512164
MLA — 9th edition
BB, Tara, and Jayashree K. "THE ROLE OF CRM AND LEAD GENERATION TOOLS IN DRIVING SALES GROWTH IN B2B SAAS COMPANIES." International Journal for Research Trends and Innovation, vol. 10, no. 12, 2025, pp. b559-b576, https://ijrti.org/viewpaperforall.php?paper=IJRTI2512164.
Chicago — 17th, bibliography
BB, Tara, and Jayashree K. "THE ROLE OF CRM AND LEAD GENERATION TOOLS IN DRIVING SALES GROWTH IN B2B SAAS COMPANIES." International Journal for Research Trends and Innovation 10, no. 12 (2025): b559-b576. https://ijrti.org/viewpaperforall.php?paper=IJRTI2512164.
Harvard — author–date
BB, T. and K, J. (2025) 'THE ROLE OF CRM AND LEAD GENERATION TOOLS IN DRIVING SALES GROWTH IN B2B SAAS COMPANIES', International Journal for Research Trends and Innovation, 10(12), pp. b559-b576. Available at: https://ijrti.org/viewpaperforall.php?paper=IJRTI2512164
IEEE — numbered reference
T. BB and J. K, "THE ROLE OF CRM AND LEAD GENERATION TOOLS IN DRIVING SALES GROWTH IN B2B SAAS COMPANIES," IJRTI, vol. 10, no. 12, pp. b559-b576, Dec. 2025.
Vancouver — biomedical
BB T, K J. THE ROLE OF CRM AND LEAD GENERATION TOOLS IN DRIVING SALES GROWTH IN B2B SAAS COMPANIES. IJRTI. 2025 Dec;10(12):b559-b576.
AMA — 11th edition
BB T, K J. THE ROLE OF CRM AND LEAD GENERATION TOOLS IN DRIVING SALES GROWTH IN B2B SAAS COMPANIES. IJRTI. 2025;10(12):b559-b576. Accessed at https://ijrti.org/viewpaperforall.php?paper=IJRTI2512164
BibTeX — Zotero, Mendeley, LaTeX
@article{IJRTI2512164,
author = {Tara BB and Jayashree K},
title = {THE ROLE OF CRM AND LEAD GENERATION TOOLS IN DRIVING SALES GROWTH IN B2B SAAS COMPANIES},
journal = {International Journal for Research Trends and Innovation},
volume = {10},
number = {12},
pages = {b559-b576},
year = {2025},
month = {December},
issn = {2456-3315},
url = {https://ijrti.org/viewpaperforall.php?paper=IJRTI2512164}
}
RIS — EndNote, RefWorks
TY - JOUR
AU - BB, Tara
AU - K, Jayashree
TI - THE ROLE OF CRM AND LEAD GENERATION TOOLS IN DRIVING SALES GROWTH IN B2B SAAS COMPANIES
T2 - International Journal for Research Trends and Innovation
JA - IJRTI
VL - 10
IS - 12
PY - 2025
SN - 2456-3315
UR - https://ijrti.org/viewpaperforall.php?paper=IJRTI2512164
SP - b559-b576
ER -
Issue
Volume 10 Issue 12,
December-2025
Pages : b559-b576
Other Publication Details
Paper Reg. ID
IJRTI_208925
Published Paper ID
IJRTI2512164
Downloads
205,670
Research Area
Management
Country
Bengaluru, Karnataka, India
Published
December 2025
Published Paper PDF
https://ijrti.org/papers/IJRTI2512164.pdf
Published Paper URL
https://ijrti.org/viewpaperforall.php?paper=IJRTI2512164
About Publisher
International Journal for Research Trends and Innovation
Published by IJRTI (JW Publication)
2456-3315
ISSN
10.57
Impact Factor
2016
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Open
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Declarations
Funding
No external funding was received for this study.
Conflict of Interest
The authors declare that they have no conflict of interest.
Acknowledgements
The authors would like to thank the reviewers and the editorial board of International Journal for Research Trends and Innovation for their careful reading and constructive comments, and all colleagues who supported the preparation of this manuscript.
