Where Marketing and Sales Come Together

Valentin Regenfelder, Marketing & Branding at Lenzing AG

Above all, it was probably the instructors who made the difference. Compared to a university, the interaction was more personal, and the lectures were more practical. This made it easier to grasp the course material and, whenever possible, apply it in my day-to-day work.

Today, Valentin Regenfelder works in marketing and branding at Lenzing AG. As part of the marketing team for Europe, the Americas, the Middle East, and Africa, he develops and implements co-branding campaigns for the ingredient brand VEOCEL™ in collaboration with partner companies. In addition, he is responsible for organizing events, trade shows, and webinars, as well as for various PR activities.

Even during his master’s program, he combined his professional experience in sales with his keen interest in marketing. Since business development also lies at the intersection of these fields, he focused his master’s thesis on the customer journey and the sales funnel in the B2B product business. For him, this combination of topics was a “perfect match.”

The results of his thesis showed that the sales funnel in the B2B product business is structured in greater detail than the customer journey. At the same time, marketing and sales are coordinating more and more closely with one another. Even after the purchase, targeted communication measures are used to support customers over the long term and create a positive experience.

Looking ahead, he wants to further specialize in marketing and become an expert in his field. He also isn’t ruling out pursuing additional studies to deepen his knowledge.

Valentin recommends that students consult closely with their advisors when choosing and developing their master’s thesis. “They often provide the key insights needed to find a suitable topic.” He notes that it is particularly beneficial to connect one’s professional work with the course content.