Build Fractal Enterprise Model for a European Technology Company

Sammanfattning

Introduction: In complex Business-to-Business software environments, effective sales communication is critical for aligning technical solutions with customer needs. This thesis addresses the challenge of communicating complex IT solutions — specifically credential and trusted identity management systems — in B2B sales contexts. Clear communication of technical value and solution intricacies is essential for driving successful adoption. Research Question: The primary research question is: “How could the Fractal Enterprise Model be used by salespeople to structure and deliver complex technical information to customers in B2B SaaS contexts?” Method: This paper employs a qualitative case study methodology. FEM is applied within a European identity and credential management company to examine how it supports sales professionals in communicating IT solutions and business value. Data collection includes interviews, document analysis, and iterative feedback from internal stakeholders, including account managers and service delivery roles. Results: The research identifies a gap in the literature regarding visual modeling techniques for complex IT solution sales. It develops and explores a structured approach using FEM to address this gap. Five themes emerge from stakeholder feedback, highlighting FEM’s perceived effectiveness, communication value, customer expectation management, and role in internal alignment. Discussion: The findings suggest that FEM supports communication strategy improvement by translating complex processes into structured, visual representations. FEM helps align internal teams, empowers customers, and enhances stakeholder confidence. Despite initial complexity, stakeholders affirm its value and recommend broader application. These insights lay the groundwork for future research on quantitative validation, customer-facing impact, and design science development of FEM-based communication frameworks. This exploratory study is based on a single case company within the European digital identity sector; findings are context-specific and further research is needed to assess FEM's applicability across broader B2B domains.