This paper investigates the interplay between social media data analytics (SMDA) and strategic decision-making in the banking industry, to understand how these factors impact sales lead generation. Using the General Systems Theory as an integrative framework, we analysed semi-structured interviews and conducted a thematic analysis to identify patterns in the data. The study identifies and explores the constraints between the socio and technical aspects of decision-making and how they affect sales lead generation in banks. We present five themes that emerged from our analysis, including social media data (SMD) perceptions, challenges of data analytics, social media use for lead generation, data availability and quality, and subsystems of decision-making. By synthesizing our findings, we provide a thematic model to provide insights into the relationship between SMDA, strategic decision-making, and sales lead generation in the banking industry.