Abstract
All organisations have trouble pointing out exactly what makes their customers choose their services. During great uncertainty, knowing all the details count as to be successful and to gain a new business. This research was designed to understand the main causes to close a deal in B2B, in the management consulting around Europe. The aim was to determine if it is possible to isolate the relevant features responsible for the acceptance of service proposals in management consulting context based on historical data. The objectives were to highlight these variables, use them to construct a predictive model, and suggest performance improvements, to allow organisations to manage their time more effectively and efficiently. The sample was used to train a logistic regression model which achieved excellent classifications. The findings of the research rank the most critical success factors in B2B consulting which determines customer conversion and shows that variables' technical credibility at the proposal stage and budget availability are the ones more influential to close a deal.
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