首先，为了从各个方面分析公司的宏观环境，研究者可以使用政治因素、经济因素、社会因素、技术因素、环境因素和法律因素(PESTEL)等分析工具来分析公司。在这项研究中，与皇家飞利浦最相关的方面是技术力量。在这个充满科技的社会，营销部门可以通过软件程序处理复杂的反馈过程。活动管理软件监视客户通信并管理多个接触点，如客户服务、销售点、电话营销、直邮和电子邮件。虽然活动管理软件被视为整体解决方案的一部分，但它主要是人与流程、信息技术、销售渠道和营销推广之间的顺畅互动。然而，皇家飞利浦在B2B领导力管理方面有相当多的手工流程，没有及时处理案例问题。全球品牌、传播和数字CRM & Campaign B2B团队对他们的活动和领导力管理项目进行了全面审查，并认为他们可以显著改善端到端流程。这也是提高营销团队和销售团队之间的沟通和联系的时候，销售团队努力有效地共享关于营销计划、领导力生成和销售渠道的信息。由于这些断开连接且最终无效的流程，度量活动关键性能指标(kpi)非常困难，并且不可能清楚地看到结果。因此，为了更好地管理客户时间表和数据，增加销售和营销职能之间的可见性，皇家飞利浦必须重新设计和正式的活动和领导流程完全通过客户关系管理技术的应用。
First of all, in order to analyze the macro environmental of a company from various aspects, researcher could use the analysis tools of political factors, economic factors, social factors, technological factors, environmental factors and legal factors (PESTEL) to analyze the company . In this study, the most relevant aspects for Royal Philips is technological force .In this tech-filled society, marketing departments can process complex feedback processes through software programs . Campaign management software monitors customer communications and manages multiple touchpoints, such as customer service, point-of-sale, telemarketing, direct mail, and e-mail . Although activity management software is seen as part of the overall solution, it is mainly the smooth interaction between people and processes, information technology, sales channels and promotion of marketing. However, Royal Philips has considerable manual processes in B2B leadership management and did not cope with the cases problems timely enough. The Global Brand, Communications and Digital CRM & Campaign B2B team conducted a comprehensive review of their activities and leadership management projects and perceived that they could significantly improve the end-to-end process. This is also the time to improve communication and the correlation between marketing teams and sales teams, who strive to effectively share information about marketing schemes, leadership generation, and sales pipeline. Because of these disconnected and ultimately ineffective processes, measuring activity key performance indicators (KPIs) is difficult and impossible to see the results clearly. Consequently, in order to better manage customer schedules and data, increasing the visibility between sales and marketing functions, Royal Philips have to redesign and formalize its campaigns and leadership processes completely through customer relationship management technology application.