Estrategia de Captación y Gestión de Cuentas Corporativas Multinacionales

Abstract

This undergraduate thesis proposes a commercial strategy for acquiring and managing multinational corporate accounts at CONALCA SAS, a Colombian land freight transport and logistics company. Based on a diagnosis of the industry environment and the organization's financial and competitive position, the study identified the need to expand commercial reach toward high-value clients, such as LCL, FCL, oversized, and chemical cargo, in the countries where the company already operates. To address this need, an artificial-intelligence-driven sales funnel method was designed, structured in two stages: an automated stage, in which AI researches, filters, and prioritizes high-value prospects, and a human stage, focused exclusively on negotiation and closing with already-qualified prospects. The improvement plan includes the strategy's development, an activity schedule, the required human capital, technological resources and implementation budget, as well as the management indicators that will measure its performance. It also addresses installed capacity and outsourced fleet management, together with the expected profitability of serving new clients. The expected results point to a higher volume of active corporate accounts, greater commercial efficiency, and a more competitive position for CONALCA SAS within the sector.