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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM63300
Volume:
10 |
5 |
May 2026
Pages:
1-2
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Marketing
Zeal Institute of Management and Computer Application
Marketing
Zeal Institute of Management and Computer Application
This study examines the impact of data quality and lead generation processes on sales conversion in digital marketing firms. Organizations increasingly rely on customer data, CRM systems, and structured lead generation workflows to improve conversion efficiency. Primary data was collected from 57 professionals working in marketing, sales, and CRM functions using a structured questionnaire. A descriptive research design and convenience sampling method were adopted. Statistical tools such as percentage analysis and Chi-square testing were used for analysis. The findings indicate that high-quality data significantly improves targeting accuracy, customer engagement, and sales conversion. The study concludes that organizations implementing strong data governance, structured lead qualification, and CRM optimization achieve better business outcomes.
KEYWORDS
The study confirms that data quality significantly affects sales conversion in digital marketing firms. Organizations with clean databases, structured workflows, and effective CRM usage achieve better conversion performance.
John Ladley. (2012). Data Governance: How to Design, Deploy and Sustain an Effective Data Governance Program. Morgan Kaufmann.Paul Greenberg. (2010). CRM at the Speed of Light. McGraw-Hill.Aaron Ross, & Marylou Tyler. (2014). Predictable Revenue. PebbleStorm.Thomas N. Ingram, et al. (2015). Sales Management: Analysis and Decision Making. Routledge.Thomas C. Redman. (2016). Data Driven. Harvard Business Review Press.Jari Järvinen, & Hannu Taiminen. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164–175.Dave Chaffey, & Fiona Ellis-Chadwick. (2019). Digital Marketing. Pearson Education.Brian Halligan, & Dharmesh Shah. (2014). Inbound Marketing. Wiley.Adrian Payne, & Pennie Frow. (2005). A strategic framework for customer
Publication Date
5/15/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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No funding information available for this research.
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