Lead Qualification Model in B2B Market Entry

This dissertation develops a multidimensional lead qualification model and applies it to Ducati Energia’s market entry into Norway. The study focuses on a common challenge in market entry situations such as the lack of historical customer data, CRM records and direct customer interactions. As a result, traditional lead qualification frameworks and predictive lead scoring models have limited applicability. To address this issue, a qualification model based on publicly available information, distributor input and managerial evaluation is proposed. The theoretical part examines B2B market entry, lead qualification and the relationship between marketing and sales. The empirical part focuses on Ducati Energia’s expansion opportunities in Scandinavia. Through a country screening process based on electricity-related indicators, Norway was selected as the most suitable market for further investigation. Following the country selection, the Norwegian market was analyzed and potential accounts were identified using public sources, LinkedIn, tender information and input from EB Elektro, Ducati Energia’s distributor in Norway. These companies were then evaluated using the proposed qualification model. The findings suggest that lead qualification in market entry situations requires more than evaluating customer fit. Companies also need to consider market access and the strategic importance of potential accounts. The study concludes that a multidimensional approach can help reduce uncertainty and provide a structured way to identify and prioritize opportunities in new B2B markets.