Background: The increasing availability of extensive data has a strong impact on the customer acquisition process. Furthermore, the identification of prospective customers with a high purchase intent is crucial for the sales success of a company. The Software-as-a-Service industry has special circumstances in this regard, which lead to a broad target group and thus to an even more complex identification process. At the same time, the development towards a more customer-centric sales approach requires more information about individual prospects.

Purpose: The purpose of this study is to shed light on the changes in prospect identification networks caused by extensive data availability in the SaaS market. The ARA model is used to reveal changes within actor structure, composition of resources and activities performed.

Method: We conduct an embedded single-case study in which all relevant stakeholders from of the case company SAP are interviewed. Here, our exclusive access to an entire network of a leading SaaS provider reveals unique insights.

Conclusion: Our results show many interrelated changes in the prospect identification network. The number and specialisation of internal and external actors increases. The utilisation of resources, which mainly consist of data and data tools, becomes more relevant and complex. Consequently, a more strategic approach to activities and a general need for coordination gains in importance.