IJRTI
International Journal for Research Trends and Innovation
International Peer Reviewed & Refereed Journals, Open Access Journal
ISSN Approved Journal No: 2456-3315 | Impact factor: 8.14 | ESTD Year: 2016
Scholarly open access journals, Peer-reviewed, and Refereed Journals, Impact factor 8.14 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool) , Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(DOI)

Call For Paper

For Authors

Forms / Download

Published Issue Details

Editorial Board

Other IMP Links

Facts & Figure

Impact Factor : 8.14

Issue per Year : 12

Volume Published : 11

Issue Published : 117

Article Submitted : 21318

Article Published : 8476

Total Authors : 22301

Total Reviewer : 802

Total Countries : 156

Indexing Partner

Licence

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Published Paper Details
Paper Title: THE ROLE OF CRM AND LEAD GENERATION TOOLS IN DRIVING SALES GROWTH IN B2B SAAS COMPANIES
Authors Name: Tara BB , Jayashree K
Download E-Certificate: Download
Author Reg. ID:
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
Downloads: 000141
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
Share Article:

Share Facebook Twitter Google+ Pinterest LinkedIn Email Tumblr WhatsApp Google Gmail

Click Here to Download This Article

Article Preview
Click Here to Download This Article
Major Indexing from www.ijrti.org
Google Scholar ResearcherID Thomson Reuters Mendeley : reference manager Academia.edu
arXiv.org : cornell university library Research Gate CiteSeerX DOAJ : Directory of Open Access Journals
DRJI Index Copernicus International Scribd DocStoc

ISSN Details

ISSN: 2456-3315
Impact Factor: 8.14 and ISSN APPROVED, Journal Starting Year (ESTD) : 2016

DOI (A digital object identifier)


Providing A digital object identifier by DOI.ONE
How to Get DOI?

Conference

Open Access License Policy

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

Creative Commons License This material is Open Knowledge This material is Open Data This material is Open Content

Important Details

Join RMS/Earn 300
IJRTI

WhatsApp
Click Here

Indexing Partner
Copyright © 2026 - All Rights Reserved - IJRTI