THE IMPACT OF DIGITAL TRANSFORMATION OF COMMODITY MARKET INFRASTRUCTURE ON THE INTEGRATION OF LEAD MANAGEMENT SYSTEMS AND MARKETING PRICING

Abstract

The modern economic landscape is defined by the dominance of digital platforms and marketplaces, which form a new type of commodity market infrastructure. These platforms serve a dual function: they are powerful channels for lead generation, capturing vast amounts of user behavioral data, and simultaneously provide an environment for implementing dynamic pricing strategies. However, a significant research gap exists regarding how specific platform architectures directly impact the efficiency of the link between lead management and pricing. The fragmentation of these processes prevents businesses from realizing the full potential of platform-based operations. The purpose of this article is to develop a conceptual model illustrating the systemic relationship between the architectural components of digital market infrastructure, lead management processes, and algorithmic pricing outcomes. The study employs systems analysis of ecosystems and business process modeling to synthesize theoretical approaches. The research identifies that core architectural elements of digital platforms–such as internal search algorithms, review systems, and open APIs–are critical infrastructural components. A mechanism is described whereby behavioral data generated through these components is captured and fed into CRM systems to transform an anonymous user into a qualified lead with a specific "intent score". The primary result is a proposed conceptual model of an integrated commercial cycle. It demonstrates that API integration is the critical link allowing a pricing engine to query the CRM in real time and apply algorithmic rules (e.g., offering a discount to a hesitant but high-potential lead). The study overcomes the fragmented view of sales processes, presenting them as a continuous feedback loop. The practical value lies in providing a strategic blueprint for designing automated sales processes. This allows companies to move from reactive marketing to a proactive, data-driven approach, resulting in higher conversion rates and optimized profitability in the digital marketplace.