The Impact of Project Planning, Customer Relationship Management, and Marketing Analytics on Sales Growth: The Mediating Role of Brand Loyalty

Abstract

The purpose of this research is to examine the effects of project planning, CRM, and marketing analytics on sales growth with brand loyalty as the mediator. In today’s competitive market, businesses need to align their project planning processes with customer-centric strategies and data-driven insights to achieve sustainable sales growth. Project planning ensures that resources are effectively allocated, timelines are met, and strategic objectives are realized. Meanwhile, CRM systems enhance customer satisfaction and retention, while marketing analytics provide critical insights into consumer behavior and market trends. This research hypothesizes that brand loyalty mediates the relationship between these strategic elements and sales growth, amplifying the effectiveness of each. The findings will offer valuable insights for businesses seeking to enhance their strategic planning, customer management, and data analytics practices to drive sales performance and achieve long-term growth.