What Salespeople Need to Know About the New B2B Landscape
Harvard Business Review
AUGUST 5, 2015
This is a big transition for firms whose marketing, sales-training and enablement tools, and wider organizational processes reflect outdated assumptions about purchasing in their markets. For a century, buying has been framed in terms of moving a prospect from Awareness to Interest to Desire to Action (AIDA). The AIDA model and its variants are the basis for sales funnels at many B2B firms. They need to do both, and create the right mix for their go-to-market programs.