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Impact Factor : 8.14

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Paper Title: THE ROLE OF CRM AND LEAD GENERATION TOOLS IN DRIVING SALES GROWTH IN B2B SAAS COMPANIES
Authors Name: Tara BB , Jayashree K
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IJRTI_208925
Published Paper Id: IJRTI2512164
Published In: Volume 10 Issue 12, December-2025
DOI:
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.
Keywords: Customer Relationship Management (CRM), Lead Generation Tools, SaaS, Sales Growth, Digital Sales Ecosystems
Cite Article: "THE ROLE OF CRM AND LEAD GENERATION TOOLS IN DRIVING SALES GROWTH IN B2B SAAS COMPANIES", International Journal for Research Trends and Innovation (www.ijrti.org), ISSN:2455-2631, Vol.10, Issue 12, page no.b559-b576, December-2025, Available :http://www.ijrti.org/papers/IJRTI2512164.pdf
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ISSN: 2456-3315 | IMPACT FACTOR: 8.14 Calculated By Google Scholar| ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.14 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publication Details: Published Paper ID: IJRTI2512164
Registration ID:208925
Published In: Volume 10 Issue 12, December-2025
DOI (Digital Object Identifier):
Page No: b559-b576
Country: Bengaluru, Karnataka, India
Research Area: Management
Publisher : IJ Publication
Published Paper URL : https://www.ijrti.org/viewpaperforall?paper=IJRTI2512164
Published Paper PDF: https://www.ijrti.org/papers/IJRTI2512164
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ISSN: 2456-3315
Impact Factor: 8.14 and ISSN APPROVED, Journal Starting Year (ESTD) : 2016

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